British rapper Central Cee was recently seen wearing Pakistani brand Tone Deaf’s custom-fit trousers in his new music video for the track Wagman.

The superstar, known for his edgy style, is often spotted alongside other celebrities sporting laid-back puffer jackets and hats, creating a sleek, understated look. While he occasionally dons luxury brands such as Dior, he never comes across as flashy.

Tone Deaf, founded by Mustafa Ahmed at just 25, reflects the designer’s personal vision. “ONE DEAF was created to make sense of the contradictions I’ve carried my whole life. I spent the first 12 years of my life in Pakistan and the following 12 in New York. For a long time, the tension between belonging and distance felt like a rupture. But now I see it as a gift. Those contradictions are the reason Tone Deaf exists,” Ahmed shared in a post on social media.

The brand “is built on that principle: a technique for crafting artistic order from chaotic inputs. A way of creating from pure intuition, with no obligation to commercial trends, traditional formats, or consensus aesthetic rules. Just a focus on making things that resonate. Slowly produced, masterfully crafted, and rooted in personal storytelling,” he added.

Ahmed also explained how colours are used to represent textures and rhythms from the world he grew up in. “I’m not aiming for fusion. I’m setting them against each other and waiting to see if they can find harmony through friction,” he said.

Seeing an international icon wear a Pakistani brand is a significant moment for the country’s fashion industry, highlighting how local designers can achieve global recognition.