The paradisiacal valley of Kashmir has an invincible heritage of handcrafted Pashminas that are made over traditional wooden handlooms.
Pashm is a luxury brand committed to preserving the traditional artisanal craft of Pashmina
Pashmina is the exquisite art of hand-weaving the finest Cashmere into luxurious wraps and accessories that has been passed on as a legacy from generations to generations in the incredible valleys of Kashmir. Appropriately known as “soft gold of Asia”, it has fascinated the aristocrats and people all across the globe by its charismatic and classic elegance. To bring the true meaning and representation of exquisite craftsmanship and apt symbol of luxury fashion, Pashmina.com aims to bring the true art of Pashmina to the world.
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The “diamond fabric” is a timeless luxury with a never-fading elegance. There were times when this art was favoured with royal patronage. Kings, queens, royal families, and nobles all over the world were fascinated by its magical allure and traditional grace. Fashioned by a lengthy and labour-intensive process, this traditional practice of shawl making has taken centuries of experimentation and refinement from being a necessity to unique textile art.
The paradisiacal valley of Kashmir has an invincible heritage of handcrafted Pashminas that are made over traditional wooden handlooms. Behind the elegance and grandeur of Pashmina are the Kashmiri artisans who have mastered the skill of weaving and embroidery over generations. Being the ultimate fashion accessory, pure Pashmina has gone through a whirlwind of a ride in the last few decades. In the times of fast fashion today, no one knew that there would be unscrupulous counterfeiting of this pure handicraft and the world would be flooded by adulterated, machine-made Pashminas. With the advent of the Industrial Revolution came the idea of readymade clothing, which slowly poisoned society with fast fashion. Fast fashion-focused on cheap, disposable trendy pieces that never lasted. This led to a toxic system of overproduction and consumption, in addition to wastage, and made fashion one of the main polluters of the environment. This is where Pashmina.com stepped in to revive the lost glory of handmade Pashmina.
Disheartened by the present scenario, Varun Kumar, a social entrepreneur, a humanitarian, founded Pashmina.com, a much-needed platform that connects artistically handmade pure Pashminas to the true patrons. It had a clear mission to reintroduce the luxury of slow and sustainable fashion, with zero harm to the environment, whose renaissance would be an improvement in the livelihood of many. The handicraft patron fell in love with the art of Pashmina making as soon as he saw it in the narrowest lanes of the picturesque valley of Kashmir and saw it as an invincible part of his life. “The artisan community of Kashmir is rich with an exceptional know-how of traditional art, but they lack access to global market. We plan to bridge this gap and provide the artisans with everything they require to showcase their collections and help them have a better life and secure future”, asserts Varun.
Pashmina.com has become the largest curator of pure and handcrafted Pashmina products made from the Himalayan cashmere. Each piece epitomizes the highest level of quality and royalty reflecting the great workmanship. Though there is a rich history of pure Pashmina, it is the artisans who are the real stars. They painstakingly create masterpieces that reflect the highest level of craftsmanship. Pashmina.com believes in rewarding these craftsmen for their exquisite work by empowering them and helping them in their growth by contributing 5% from every sale towards the upliftment of women artisans and educating their children.
In early 2020, Pashm was introduced by Pashmina.com as a representation of who they are as a brand. Pashm is a luxury brand committed to preserving the traditional artisanal craft of Pashmina with an endeavour to facilitate the production of authentic handcrafted Pashmina to ensure its sustainable growth.
At Pashm, they aspire to design and develop beautifully handmade, timeless pieces from the finest Cashmere yarns through sensitively understanding the craft and blending its traditional essence with contemporary patterns. “Brands should tell stories; products should be passed to generations. Luxury should become a memory. Buy less, choose well, and invest in something that is timeless”, Varun says. With a passion to work in an ethically responsible environment, Pashm strives to conserve the age-old practices of handcrafting pure Cashmere by nurturing present-day relevance in the very heart of this heritage craft.
At present, millions of products are being sold in the name of pure pashmina that are either machine-made or non-cashmere. On the contrary, Pashmina.com only sells handwoven and hand-embroidered pieces, made of 100% cashmere, certified by Ministry of Textiles. The artisans’ craftsmanship reflects in the bouquet of offerings at Pashm. An exquisite luxury range of handcrafted Pashmina shawls, wraps, scarves, hijabs, throws, and blankets, are crafted in utmost finesse. The signature collection of Kanis and hand-embroidered pieces are inspired from the picturesque nature of the Kashmir Valley. This luxury collection of planet-friendly beauties is ethically produced.
An artisan at Pashm, gets to decide the price of his/her product without having to share the earnings with anyone. Each purchase made, directly improves their livelihood and elevates their standards. The artisans associated with Pashmina.com are always paid upfront in order to motivate them to keep working at their craft. It encourages them to do better. Not only this, the designers at Pashmina.com ensure that an artisan knows exactly what the modern buyer wants so that they can align their products accordingly.
Let’s all be a part of this revolution and help artisans thrive!
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