I have a soft spot for a brand that gets a second chapter and uses it to say more, not less. Faraz Zaidi, the founder and creative director, started Profound with his sister and cousin more than a decade ago, then reintroduced it as Found at the end of 2023. He draws on South Asian roots and a childhood in central New Jersey: family textiles, rural landscapes and the feeling of carrying more than one home at once.

 

I keep coming back to how the clothes hold two kinds of memory. There are horse motifs and hand embroidery next to work jackets, worn leather and old sports uniforms. The embroidery is done by Pakistani artisans, and that handwork is why a fringe suede jacket or a patched jersey feels personal instead of costume. The clothes leave room for you to add your own references, which is a thoughtful way to make heritage feel lived in.

Found treats a jacket as a place to keep detail. The Hand Embroidered Suede Fringe Jacket puts texture and movement up front, while the Farmstead Quilt Patch Jacket gives the same workwear idea a softer, pieced-together feel. The Jockey Club Embroidered Jacket nods to the label's equestrian side, and the Washed Fireman Clasp Workshop Jacket takes its cue from practical outerwear.

 

Picture her crossing town in the Western Suede Fringe Jacket over a plain tee, with the fringe doing all the talking. I like that the collection holds polished leather and lived-in canvas without losing its point of view, and the Marlboro Sun Faded Leather Racer Jacket sits happily in the middle. My tip is to let one jacket lead and keep the rest of the outfit quiet. What I would skip is wearing two statement jackets at once, however tempting. I went deeper on a related idea in Moncler Grenoble: Vests, Jackets and Mountain Wear.

The tops are where I would begin if I wanted to wear Found's references quietly. The Malibu Farm Fair Tee brings an easy graphic-tee mood, and the Distressed Logo Hoodie reads like a well-loved layer instead of a pristine sweatshirt. The Western Corduroy Shirt adds texture and a collar, so it can sit open over a tee or button up under a heavier jacket.

 

In my fashion dreams, she wears the corduroy shirt with loose denim on a long drive, then pulls the hoodie over it when the evening cools. These familiar shapes make the brand's idea of clothing that carries memory very easy to live with.

Sportswear is one of Zaidi's personal reference points, and Found treats a jersey as more than a uniform. The Rosewood Jersey and Striped Statesman Jersey build the look through color and pattern, and the Crestfield Rugby adds a collar and a little more structure. The Double Breasted Knit Cardigan and Isles Sweater then soften the athletic mood with warmer layers.

 

I picture someone heading to an afternoon game in the Striped Statesman Jersey, an old jacket on top and a knit ready for the walk home. That mix of sport, memory and hand-me-down texture is the label at its most personal. My tip: pick one jersey as the focal point and let the knitwear calm everything else down.

What I like about Found is that its references feel specific without asking you to know every footnote. Zaidi brings South Asian craft and American workwear into the same conversation, then leaves space for your own memories to join in.

 

A hand-embroidered jacket, an old-sportswear jersey or a textured knit can each become the piece you reach for because it already feels familiar. I would start with the one that speaks to a part of my own history. Although I suspect the Crimson Letterman Jacket will talk me out of it.