About the Founder

Hi, I'm Noor Asher.

I'm the founder of Born 22, and this brand is a piece of my heart.

I was just 24 years old when I first had the idea for Born 22 in 2022. Instead of rushing to launch, I spent the following year researching the market, speaking with parents, understanding what babies truly needed, and learning everything I could about organic textiles, ethical production, and the baby wear industry. I wanted to create something thoughtful, not just another clothing brand. At the time, I had no roadmap, no investors, and no guarantee that any of this would succeed. What I did have was a dream: to create beautiful simple baby wear that was gentle on a baby's delicate skin, made from GOTS-certified organic cotton, and proudly designed and produced in Pakistan.

My journey began long before Born 22. Growing up in Lahore, I was always drawn to creativity, design, and entrepreneurship. After graduating from Lahore American School, I attended Hampshire College in Massachusetts, where I studied marketing, design, entrepreneurship, and social innovation. Hampshire's unique approach encouraged me to question traditional ways of thinking, solve real-world problems, and build ideas with purpose rather than simply pursuing profit. It was there that I discovered my passion for creating businesses that could make a positive impact.

After graduating, I returned to Pakistan and spent a year teaching third grade at Lahore American School. Working with young children every day gave me a new perspective on curiosity, comfort, and care. It reminded me how important it is to create environments and products that help children feel safe, happy, and free to simply be themselves. That experience continues to influence the way I think about Born 22 today.

As one of the early entrepreneurs in Pakistan to build a baby clothing brand centred around GOTS-certified organic cotton, I knew I was taking a different path. Sustainability wasn't yet a common conversation in the children's apparel industry, and finding the right manufacturers, sourcing certified materials, and building a supply chain that reflected my values was far from easy.

Building Born 22 from the ground up taught me resilience in ways I never imagined. There were moments of doubt, setbacks, sleepless nights, and countless obstacles that made me question whether I should keep going. One of the most difficult moments came when I saw parts of my work and ideas being copied. After investing so much time and heart into building Born 22, it was incredibly discouraging and even caused me to step back for a while. Looking back, I realized that while products and ideas can be copied, authenticity, purpose, and integrity cannot. That realization strengthened my belief that children deserve products made with care, honesty, and intention.

Today, I am pursuing my Master's in Sustainability Management at Columbia University in New York City. Every course deepens my understanding of responsible business, circular design, ethical supply chains, and sustainable innovation. Everything I learn finds its way back into Born 22, helping me build a brand that doesn't simply make beautiful baby clothes but contributes to a more thoughtful and responsible future for fashion.

Born 22 was never created to follow trends. It was created to build something meaningful: a brand that celebrates quality over quantity, thoughtful design over fast fashion, and products that families can trust from a child's very first days.

This journey has been filled with challenges, growth, and countless lessons, but my mission has remained the same: to create baby wear that is made with kindness for babies, for the people who make it, and for our planet.

Thank you for being part of my story.

With love,

Noor Asher