British rapper Central Cee was spotted wearing custom-fit trousers by Pakistani brand Tone Deaf in his latest music video for the track Wagman, marking another moment of global visibility for a Pakistani label.

Tone Deaf is a brand founded by Mustafa Ahmed, who launched the label at 25 after spending his life between two worlds — the first twelve in Pakistan, the next twelve in New York.

Ahmed has been open about what drove him to build the brand. "Tone Deaf was created to make sense of the contradictions I've carried my whole life," he wrote on social media. 

"For a long time, the tension between belonging and distance felt like a rupture. But now I see it as a gift."

Central Cee, one of the most prominent figures in British rap, has built a reputation for a style that runs understated puffer jackets, relaxed fits, and occasional luxury pieces worn without excess. His choice of Tone Deaf sits within that sensibility.

The placement comes at a time when Pakistani labels are drawing attention far beyond the country's borders. Lahore-based brand Rastah, founded by Zain Ahmad, Ismail Ahmad and Adnan Ahmad in 2018, has been worn by Justin Bieber, Timothée Chalamet, Riz Ahmed, Barry Keoghan and Zayn Malik. 

Another Lahore label, FOUND, appeared on Bad Bunny during a post-Super Bowl performance. 

Hollywood actor Anne Hathaway was seen carrying a bag by Lahore-based Warp during a press appearance for The Devil Wears Prada 2 in Mexico City.