A Pakistani fashion brand, FOUND, gained attention after Bad Bunny was seen wearing their accessories following the Super Bowl. Videos circulating online showed the artist sporting custom-designed pieces by the Lahore-based label during a stage appearance.
FOUND had previously revealed that it was almost selected to design Bad Bunny’s accessories for the Super Bowl halftime show. Ultimately, the full stage look went to Spanish brand Zara, but FOUND still showcased its work internationally.
The brand created custom hats, gloves, and related accessories featuring intricate hand embroidery. All items were produced in Lahore under a tight timeline and shipped abroad in time for the performance. Creative director Faraz Zaidi shared on Instagram that “almost stories rarely matter. It only counts when you land it,” referring to their near-selection for the halftime show.
In a press release prepared ahead of the Super Bowl, FOUND explained that the direction changed in the final days before the event. Despite not being fully featured at the halftime show, the accessories remained part of Bad Bunny’s look during other performances after the event.
Zaidi, in an interview with Dazed, said that the Super Bowl collaboration was part of a year-long partnership with Bad Bunny’s stylist, Storm Pablo. The team designed hand-embroidered pieces for his tour, blending workwear fabrics with South Asian-inspired ornamentation. These pieces eventually became a signature style for the artist.
On the final decision, Zaidi said they only learned the outcome once the performance began. “We had our fingers crossed right up until the show started,” he added, noting that their focus was on delivering the pieces on time.
FOUND shared the story publicly to highlight the effort and creative process behind high-profile collaborations. The brand also thanked Bad Bunny’s team for the opportunity, and stylist Storm Pablo acknowledged the gesture in social media comments.
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The collaboration underscores how international artists like Bad Bunny are increasingly embracing global fashion talent, giving designers from Pakistan a platform on the world stage.
