Press Features
Tone Deaf Opens First Store on New York’s Lower East Side
October 2nd, 2026 · Jean E. Palmieri (WWD)
The first permanent Tone Deaf store at 59 Orchard Street brings Pakistani craft—Ajrakh block printing, hand beading, and treated denim—into a Lower East Side retail setting.
Tone Deaf’s Orchard Street Flagship
September 28th, 2026 · Dazed MENA × Tone Deaf Studios
Dazed MENA spotlights “Flowers for Fall” and the store’s mix of Pakistani craft, layering, and Lower East Side identity.
Who Said Retail Is Dead? Here Are the Store Openings During NYFW
September 10th, 2026 · Madeleine Schulz (Vogue)
A survey of NYFW retail activity featuring Tone Deaf’s 59 Orchard opening, “Flowers for Fall,” and its move from pop-ups to a permanent neighborhood space.
Which New York Shopper Are You — and Which One Is Your Customer?
September 9th, 2026 · Madeleine Schulz (Vogue)
Vogue Business maps New York’s retail neighborhoods and names Tone Deaf among the new Lower East Side openings shaping the area’s customer mix.
Wonderland Loves: Tone Deaf Denim
June 11th, 2026 · Juliette Eleuterio
Wonderland’s social media editor calls out Tone Deaf’s oversized washed denim, unisex point of view, small-batch production, and craft-led approach.
Where Craft Meets Instinct: Inside Mustafa Ahmed’s Brand Tone Deaf
April 29th, 2026 · Imogen Clark (Glass Magazine)
A founder interview on Pakistani and New York identity, intuition, denim, hand-beading, Ajrakh, slow production, and designing beyond gender.
The New Season According to Tone Deaf
February 16th, 2026 · Phillza Mirza
SS26 “What Makes You Confident?” expands Tone Deaf’s hand-overdyed washes and artisanal techniques into a sharper, fully realised wardrobe.
