  Combining Pati-Salam (PS) and flavour symmetries in a renormalisable setup,
we devise a scenario which produces realistic masses for the charged leptons.
Flavour-symmetry breaking scalar fields in the adjoint representations of the
PS gauge group are responsible for generating different flavour structures for
up- and down-type quarks as well as for leptons. The model is characterised by
new heavy fermions which mix with the Standard Model quarks and leptons. In
particular, the partners for the third fermion generation induce sizeable
sources of flavour violation. Focusing on the charged-lepton sector, we
scrutinise the model with respect to its implications for lepton-flavour
violating processes such as $\mu \rightarrow e\gamma$, $\mu\rightarrow 3e$ and
muon conversion in nuclei.
