Kloth Studio’s journey – from Bangladesh to crafting global hospitality apparel

In the summer of 2017, two friends – Rafaan Seraj and Abeed Azad – both driven by an innate passion for business, were having a casual conversation about starting something new. 

What began as a simple exchange of ideas over a few hours extended into weeks of brainstorming, eventually giving rise to the foundation of Kloth Studio. 

Today, they are two of the three partners steering Kloth Studio, a leading player in crafting bespoke workwear for prestigious hotels and restaurants worldwide. Kloth's story is unique, connecting Bangladesh to the global hospitality industry in a truly remarkable way.

With Rafaan's strong background and experience in the garment sector – his family owns Elite Garments, a renowned name in Bangladesh's garment industry – the duo quickly got to work.

Determined to stay connected to their Bangladeshi roots, they envisioned a company deeply tied to the country. Their shared vision led to the idea of offering custom-made uniforms for the global hospitality industry. Leveraging Bangladesh's strength in clothing manufacturing, they decided to produce a significant portion of their products locally.

Big goals and dreams kept them motivated despite early setbacks – doors were often shut, and phone calls went unanswered. Their breakthrough came unexpectedly during a visit to a restaurant in Virginia. 

Photo: Kloth Studio

Upon learning the restaurant was struggling with delayed deliveries and subpar uniform quality, they saw an opportunity. The manager agreed to give them a chance, and they delivered: a successful first order of 40 custom-made shirts, produced in Bangladesh with a remarkably quick turnaround time.

Encouraged by smaller success, they expanded gradually, steadily building a reputation. A major breakthrough came when they were entrusted with producing uniforms for a restaurant under the José Andrés Group – one of the largest and most renowned restaurant groups in the USA, led by global celebrity chef José Andrés. 

For Abeed and Rafaan, this was the lucky break they needed. It marked a turning point, and today they take pride in continuing to work with this prestigious and highly successful restaurant group.

In 2018, Kloth Studio took another significant leap when Maher Murshed, a seasoned expert with immense success in the hospitality sector, joined as the third partner. Sharing the same vision and passion, he brought invaluable business acumen to the team. 

Two years later, Kloth Studio successfully partnered with prestigious global luxury hotel brands such as Rosewood, Royal Atlantis Dubai, Hilton, and Four Seasons. Their operations expanded internationally, with clients in Mexico, Dubai, London, France, and Switzerland. The company developed a system that worked, and clients were highly responsive.

"Our business model is designed to offer flexibility and tailored solutions to our clients," said the company's Co-founder and Supply Chain Director Rafaan Seraj. 

"We develop and offer designs based on their tastes and marketing concepts. Once approved, we transition to the manufacturing phase, using our dedicated facilities in Bangladesh and other parts of the world," he added.

Rafaan said Kloth Studio's key advantage lies in its ability to offer a complete package – from the concept and design phases to the production of the final product. With control over all these aspects, the overall turnaround time is significantly improved.

"We aim to give our clients what they want, when they want it," he said, adding that their unwavering goal has kept their focus sharp. 

Kloth has a team of over 100 people across four offices worldwide, including a highly skilled group of designers. The company takes great pride in this innovative team.

Today, Kloth has an annual turnover of over $8 million, with strong growth projected in the coming years. The company has set an ambitious target of reaching $75 million in annual revenue within the next decade. Along with that, the company continues to maintain all international standards and protocols. 

"We are committed to upholding the highest standards and maintaining our partners' environmental, social and governance (ESG) protocols," says Rafaan, emphasising the company's dedication to sustainable and ethical practices. 

"Working with the best hospitality brands in the world has also allowed us to learn from the best. We strive to adhere to all the best practices so we can continue to work together with the top companies. Ethical practices are key for the company by ensuring fair practice models and partnering with those who do the same," he said. 

Today, Kloth has secured a prestigious position as the global partner for the Hilton brand across Europe, the Middle East, and Africa, a milestone that showcases the company's ability to compete at the highest levels of the hospitality sector. This is a big step for Kloth on a global scale, said Rafaan.

The Kloth team sees uniform production in a different light – sustainable, chic, wearable and fashionable. The company says they often think of each project like a fashion show, where they can demonstrate how something can be made from the concept phase, manufacturing phase and right to their clients. 

"We want our clients to feel like they are wearing exactly what they want to wear and feel great in whatever they wear," said Rafaan, adding that this is essential to Kloth's vision and success as a company. 

What makes the Kloth team extremely proud is how important Bangladesh is to this overall manufacturing cycle and to their overall growth as a company. With immense pride in their roots, they want to ensure they are able to display Bangladesh's strengths on a global scale.