THE COMPANY
The Journey Behind Shop Aashka : From Small-Town Dreamer to Sustainable Fashion Designer
The origins of Shop Aashka trace back to the sun-drenched streets of Rajkot, Gujarat, where founder Aashka Mehta was born and raised. Rajkot, a vibrant small town full of color, ambition, and spirited culture, was not exactly the heart of the fashion world—but it planted the first seeds of imagination. In a time when the internet wasn’t yet a window to the world, and where career expectations for girls were typically limited to medicine or engineering, Aashka quietly dreamed of something radically different.
"I never wanted to be part of the society that limited women’s voices or choices"
Aashka reflects. In a place where art, cinema, and fashion were seen as indulgent or impractical, a glimpse of Fashion TV on satellite television changed everything. Models gliding down international runways in exquisite silhouettes felt like a secret doorway to a magical realm—one Aashka knew she belonged in, even before she had the words for it.
Heavily influenced by the emotional richness of Bollywood cinema, Aashka was captivated by the visual storytelling of ordinary people facing extraordinary moments. She soon moved to Mumbai, where she began her formal education in fashion and the arts. After securing an All India Rank of 49 in the competitive entrance exam for the prestigious National Institute of Fashion Technology (NIFT), Aashka was also accepted into top fashion programs across the United States. Ultimately, it was her dream of creating effortless, minimal, ready-to-wear fashion that led her to the United States, where she studied at the Fashion Institute of Technology in New York and later at Politecnico di Milano in Italy.
Growing up, Aashka’s creativity was nurtured by her mother, a graceful yoga teacher who infused spirituality and mindfulness into their home. Painting on the walls was never scolded—it was encouraged. Her childhood was shaped by a quiet discipline, an appreciation for beauty, and the power of feminine intuition.
"Fashion design isn’t just my profession—it’s my calling"
Her early career in fashion took her through some of the most influential names in the industry—from Calvin Klein to Aeropostale, Diane von Furstenberg, and Nordstrom. At Nordstrom, Aashka designed hundreds of sweaters, building technical precision, storytelling skills, and an understanding of what customers truly desire. During her time there, the sweater category she led accounted for nearly 40% of revenue for the Nordstrom Product Group. From mass market to luxury knitwear, she honed her ability to create products that combine aesthetic appeal, performance, and a human touch.
But amid these towering corporate structures, something quieter kept calling her—a desire to slow down, to be intentional, and to create fashion that did more than follow trends. She began to question what made her perspective unique. What story was hers to tell?
It was through this introspection that Shop Aashka was born—a thoughtful brand rooted in ethical luxury, celebrating slow fashion, and inspired by Aashka’s Indian heritage.
One of her most meaningful sources of inspiration is the grandeur and intricacy of Mughal art and architecture—its symmetry, poetry, and masterful detail. Aashka reimagines these ancient aesthetics into modern silhouettes, often in the form of delicate stitchwork, soft hues, and elevated textures.
“There’s an emotional quietness to Mughal artistry—balanced, structured, but deeply soulful. That’s the language I want my knitwear to speak”
Today, Cloud Cashmere, the brand’s signature line, brings that vision to life—crafted from the softest responsibly sourced cashmere yarns, dyed with OEKO-TEX® certified colors, and produced in limited runs that honor craftsmanship over mass production. Every piece is meant to feel like a gentle whisper on the skin and a powerful expression of self.
Shop Aashka is more than a brand; it’s a love letter to freedom, femininity, and the enduring beauty of slow, intentional design. It’s a reflection of one woman’s journey across continents, cultures, and consciousness—crafted into every ultra-soft, wearable piece.
