Kashmiri handicrafts like – shawls, carpets, paper mache goods, and wooden artifacts to name a few, have created a niche for themselves in the world market. Their vibrant designs, intricate embroidery, fine weaving, and artistic excellence are a testament to the ornate craftsmanship of the artisans of Kashmir valley. From the finest Pashmina shawls to the illustrious Tilla embroidery outfits, Kashmiri ensembles are like family silver which are passed on from one generation to another. Despite that Kashmiri, the craft is underrepresented in the mainstream fashion and Urzuv aims to change just that!

Urzuv is a small step towards putting the spotlight on Kashmir’s craftsmanship, which is rarely spoken about. It aims at bringing a fresh perspective to a generations-old craft by creating new-age designs while keeping the tradition alive. Our conceptualization and tailoring are done in Bengaluru and the hand embroidery is executed through a team of artisans in Kashmir.

PS: The word ‘Urzuv’ in Kashmiri means blessing. Urzuv Durkot is a term locally used to greet each other, wishing them to be blessed with a strong and healthy knee (‘kot’)!

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