WHY CASHMERE?
Reviving Heritage Through Sustainable Knitwear
Shop AASHKA is a beautiful synthesis of timeless, modern style with heritage indian craftsmanship. I was inspired to design from my childhood memories, my inspirations growing up in a remote town in India and dreaming to find myself.
While researching for my senior thesis, I found about the origins of the cashmere industry in 17th century India. The world's finest cashmere yarns originated in the Kashmir region during the Mughal era. The original fibers were so soft, they were referred to as Pashm or 'Liquid gold' due to its softness, lightweight structure and incredible warmth. The word 'Cashmere' is the anglicized version of the Indian region of Kashmir.
In subsequent decades, due to decline of Mughal rule and subsequent invasions, the production of cashmere reduced significantly due to political turmoil. It caused the sourcing and production industry within Kashmir to reduce to negligent of it's former glory.
Inspired from the history, we created our brand to reimagine the lost legacy through the lens of modern manufacturing. With ethically sourced materials and partnerships in Hong Kong and China, we’ve created the first-ever knitwear collection rooted in Mughal-era craftsmanship. Launching Fall 2025, this collection celebrates India’s historic artistry through naturally sourced yarns and sustainable production processes.
FOUNDER'S NOTE
We design sweaters DIFFERENTLY : Over the past decade, I’ve had the opportunity to design hundreds of sweaters for brands like Nordstrom, Diane Von Furstenberg, Calvin Klein, and others. I've worked with factories across the globe, overseeing yarn development to garment construction and fit testing. Every time, I realized the industry needs to change.
I listened to customer feedback intently : Sweaters look good but feels itchy, or lost their shape after a few washes, or don't feel warm enough. The market for premium is priced too high and lacks in standard certifications. I created Shop Aashka to solve every problem existing in the industry today - by offering thoughtfully designed sweaters from start to finish.
At Shop Aashka, Sustainability is not an afterthought — it's embedded into every step of our process. From ethical sourcing and home-compostable and biodegradable packaging to long lasting quality, we offer customers a truly conscious and efficient solution for their sweater needs. This is knitwear elevated — the result of years of hands-on industry experience, paired with a commitment to create with consciousness.
Best, Aashka Mehta
(Founder & CEO)
THE TAJ MAHAL COLLECTION
Every natural phenomenon in this world takes time — from the slow blooming of buds to the gentle snow-capping of glaciers.
In that same spirit of patience and authenticity, this collection is designed in 100% natural and sustainable fibers, sourced directly from nature.
We truly believe that Design is the most honest form of self-expression. Our designs pay homage to the rich cultural legacy of the 17th-century Mughal India — a time of grandeur, artistry, and intricate craftsmanship. It was in the Kashmir region of India that the world first discovered the unparalleled quality of cashmere, renowned for its softness, warmth, and understated luxury.
The creation of the Cloud-Cashmere Capsule is a thoughtful and intentional design process. The embroideries are inspired from the Mughal era of Indian art and architecture, such as the dome of the Taj Mahal. Every detail is designed with care, ensuring that the depth of research is reflected in the final product as we aim to honor and preserve the origin and it's legacy.
