Twelve years ago, Rawuf began his journey in the craft industry as a salesman, working along with a group of talented weavers from Kashmir. Over time, their collaboration grew stronger around a shared love to craftsmanship and pashmina. After nearly two decades in the industry, Rawuf developed both his knowledge and his attachment to the craft. He decided to grow his work and bring along everyone who had walked this path with him over the years.

This brand is the result of a long reflection about pashmina and artistry from Kashmir and Ladakh, born from the desire to create a fair and equal industry that would benefit everyone, from the weavers to the customers.