A single look at Pashtoosh's Instagram handle, @pashtoosh (followers: 3000 and counting), is enough to tell you that the brand is not your usual ethnic-revival story that relies on big-name endorsements to make its presence felt. In fact, there isn't a single image with a model or a celebrity. All you will find are pictures of weavers and embroiders in the process, or detailed shots of their work. In conversation with Luxpresso, the brand's founder, Rouf Mifger, who comes from a family of artisans, shares the story of Pashtoosh, throwing ample light on its journey and growth.

pA single look at Pashtooshandrsquo;s Instagram handle, @pashtoosh (followers: 3000 and countingandhellip;), is enough to tell you that the brand is not your usual ethnic-revival story that relies on big-name endorsements to make its presence felt. In fact, there isnandrsquo;t a single image with a model or a celebrity. All you will find are pictures of weavers and embroiders in the process, or detailed shots of their work. In conversation with Luxpresso, the brandandrsquo;s founder, Rouf Mifger, who comes from a family of artisans, shares the story of Pashtoosh, throwing ample light on its journey and growth.andnbsp;/p pandnbsp;/p
pPashtoosh began operations in as a brand in the year 2014. Among the ongoing turmoil in the Kashmir valley, andldquo;The term pashmina has been abused all over the world with cheap shawls sold on the streetsandhellip; These are basically cotton, silk, and even artificial fi...