Pashma combines art and fashion in exclusive lines – 17/07/08

Art and fashion combined: Pashma fuses ancient and modern skills

INDIA. Indian fashion company Pashma launched a range of cashmere travel blankets exclusively for travel retailers at the 2008 TFWA Asia Pacific show in Singapore.

Pashma offers a wide selection of scarves, wraps and knitwear made from the finest quality cashmere, silk and linen hand-picked from the remote areas of the Gobi Desert, Tibet and Persia. The fibres are treated with ancient herbal compositions used for washing cashmere alongside state-of-the-art modern worsted spinning to create innovative and luxurious items.

Ancient art forms such as intricate needle-craft and hand-rouching have been revived, but the product styling is modern and “conveys a unique equilibrium between art and fashion”, according to the company.

Pashma’s collections are sold at some of the most reputed retailers worldwide, including Henri Bendel, Fortnum & Mason, Mitsukoshi, Le Bon Marche and Takashimaya. Its collections are also available at over 14 major international airports and airlines.

This year, the family-owned company has introduced a new resort line, which is said to be selling well in hotel stores (Pashma works with the Taj and Oberoi hotel groups), and a range of home spa products.

Pashma’s inflight business includes Jet Airways, Malaysia Airlines (where it has been listed for the past few years) and Japan Air Lines.

Dubai Duty Free has listed the new cashmere travel blanket, while Alpha at Delhi Airport is another ground shop client.

For details, e-mail Aman Kumar at

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