Insha Mir, an entrepreneur in Srinagar, Kashmir, has launched the state's first sustainable apparel line, Ecokash, and also plans to revive the centuries-old crafts of the region.

Ecokash, launched in 2021, is the result of Mir's rigorous search in the valley for skillful artisans who can transform ordinary fabric into designer apparel.

The word Ecokash combines two words, eco-friendly and Kashmir to show the brand's devotion to environmental friendliness in Kashmir. The brand takes into account the organic and sustainable nature of clothing by combining traditional craftsmanship and modern ecological values.

The brand uses natural, environmentally friendly dyes, which are also Azo-free. This means no dangerous chemicals are used and hence, no ecosystems are harmed in Kashmir. The remarkable fabric selection gives a perfect blend of style, comfort, and eco-consciousness.

Mir said, “We painstakingly curate fabrics that harmonise with nature and align with the values that are important to our customers.”

EcoKash is providing employment to over three dozen craftspeople, mostly women from multiple regions of the valley, and plans to offer them long-term work as well.