Pashma launches Fusion of Eastern Craftsmanship and Global Fashion Sensibilities
Pashma is the only Indian Luxury Brand that is showcased internationally in the finest fashion stores worldwide. Having first created a strong presence and identity in foreign markets Pashma has now launched its Indian operations. Pashma was launched 8 years ago at the Milan Vende Mode, Milan and it stunned the world's fashion capitals. The brand was, so far, available only in international markets. Pashma is retailed through premium outlets like Le Bon Marche and Galleries Lafayette, France, Liberty and Harrods, UK, Henri Bendall, USA and Takashimaya & Mitsukoshi, Japan and from international airports and duty free shops.
Pashma was created to promote the traditional Pashmina or Cashmere, the noble fibre originating out of this country. Working with these exotic fibres, Pashma offers an exclusive selection of scarves, shawls, knitwear and home accessories. These have been specially created by Indian craftsmen and designed internationally to meet fashion requirements of the style capitals of the world.
Shilu Kumar, who conceived the idea of preserving and promoting this great art said, "The Pashmina or Cashmere created such a stir when it was first taken to the west that anyone of any social standing had to have one. It sort of lost out to innovative fabrics in the twentieth century. This had a negative impact on the industry, the craft was dying out, and mixed fabrics were being sold under the pashmina name .This is what inspired us to do something to help our craftspeople and give the industry new life."
The credit for building the Pashma brand goes to both Shilu and Aman Kumar. Instead of opening retail outlets in India first for genuine pashmina offerings, they decided to take the brand and products abroad. The willingness of the foreign buyers to pay the rightful price for the genuine articles gave a fillip to the industry and established the brand.
Cashmere, which is a derivative from the Pashmina of Kashmir, and much later copied by others was the envied possession of Queen Victoria, Josephine Bonaparte and the Indian and European royalty and passed on as heirlooms. The soft fibre from the underbelly of the Pashm goat, (Capra Hircus), which survives in the high Himalayan altitudes and sub-Siberian latitudes, is about six times as fine as human hair and also one of the warmest in the world. These fibres get caught on thorny bushes or rocks and are then collected. The spinning of this fibre, which invariably gets mixed with other coarser varieties, is a laborious process. The weaving of these very short staples is an art. This is what makes Pashmina so rare and exotic.
Pashma is opening its first store in India in Delhi at M- 5, Connaught Place, Barakhamba Radial Road, New Delhi on April 26, 2006.
|
Bookmark with:
What are these?