Srinagar, Oct 23: Kashmir-based brand KASHMIRBOX, in collaboration with Kashmiri singer-songwriter Yawar Abdal, on Friday unveiled AAGAZ, a menswear collection that brings the centuries-old craft of Sozni embroidery into contemporary fashion.
The collection was launched through a special screening of the AAGAZ musical film at INOX Srinagar, bringing together artists, artisans and members of Kashmir’s creative community.
Meaning “a beginning”, AAGAZ features embroidered shirts and kurtas that combine traditional Kashmiri craftsmanship with contemporary designs. The initiative aims to give greater visibility to the artisans behind Kashmir’s embroidery traditions while creating new economic opportunities for them.
At the heart of the collection is a musical collaboration between KASHMIRBOX and Abdal, bringing together two forms of Kashmiri artistic expression—music and traditional embroidery.
The song explores an artist’s love for their craft, using love as a metaphor for the dedication, patience and emotion involved in the creative process.
Speaking about the collaboration, Abdal said AAGAZ reflected the passion and commitment that artists bring to their work.
“We wanted to express that feeling through music, using love as a metaphor for the relationship between an artist and their creation,” he said.
He added that the collaboration also sought to ensure that Kashmiri artisans receive the recognition and visibility they deserve, enabling customers to appreciate not only the finished products but also the people behind them.
The collection incorporates artisan identification codes associated with the embroidery, helping establish a closer connection between customers and the craftspeople involved in creating each piece.
KASHMIRBOX, which has spent nearly 15 years taking Kashmiri products to customers in more than 70 countries, said AAGAZ also seeks to rethink the economic model of the region’s traditional craft industry.
Despite international appreciation for Kashmiri craftsmanship, many artisans continue to face challenges relating to income, recognition and access to markets.
Under the initiative, the brand has introduced a profit-sharing model intended to allow participating artisans to benefit from the commercial success of the collections they help create.
According to the company, the initiative has helped increase the incomes of participating artisans by up to 2.5 times, offering an alternative to conventional piece-rate earnings.
Muheet, founder and CEO of KASHMIRBOX, said the brand wanted to move beyond the existing model and make artisans partners in the profits generated by their work.
“For the past 15 years, KASHMIRBOX has been taking Kashmir’s products to over 70 countries. But the artisans who form the backbone of our craft industry still don’t receive the recognition or financial opportunities they deserve,” he said.
“Through AAGAZ, we’ve been able to increase participating artisans’ incomes by up to 2.5 times. It’s a small beginning, but we hope more businesses across Kashmir will join us in building an ecosystem where artisans are not just workers, but partners in growth,” he added.
Traditionally associated with Pashmina shawls and Kashmiri textiles, Sozni embroidery has been given a contemporary expression through the collection, with intricate needlework incorporated into shirts and kurtas designed for modern wear.
The brand said the collection demonstrates how Kashmir’s traditional crafts can evolve beyond their conventional forms and find relevance among younger consumers without losing their cultural identity.
Ishfaq, founder of KASHMIRBOX, described the collection as a testament to the perseverance and creativity of the artisans involved.
