Pati-Salam GUTs are a first step in the direction of a complete fermion unification. We show that by a multi-step breaking of the symmetry, the mass scale of the right-handed neutrinos can be chosen near its best-fit value of ∼ 1014 GeV, while a full unification of all gauge couplings near the Planck scale is possible. In addition, Pati-Salam models provide a framework to study mechanisms generating flavour structures simultaneously in quark and lepton sector. We study a SU(3) flavour symmetry and its spontaneous breaking by flavons. Within this framework we present a supersymmetric model containing flavoured Higgs fields which may lead to a matter-Higgs-unification. We investigate which flavon representations are useful in constructing models leading to the desired CKM- and PMNS-mechanisms.