Kashmir’s craft traditions—especially hand embroidery, pashmina weaving, and ceremonial textiles—are among the most refined in the world. Yet, despite their depth and legacy, these crafts remain underrepresented in contemporary fashion narratives. Urzuv exists to change that.

Urzuv is a fashion label bringing hand-embroidered weaves from Kashmir to modern consumers. Rooted in centuries-old craftsmanship and shaped by contemporary design sensibilities, the brand focuses on women’s ethnic and occasion wear—pherans, kurtas, pashminas, and shawls—each crafted with care and finished entirely by hand.

Design conceptualisation and tailoring take place in Bengaluru, while all embroidery is executed by master artisans in Kashmir, preserving authenticity while ensuring consistency and quality. Urzuv works exclusively with hand embroidery—no machine work—honouring the time, skill, and precision that define Kashmiri craft.

Urzuv is building a modern, globally relevant fashion brand from Kashmir—one that preserves heritage and gives traditional craft a meaningful place in today’s wardrobes.

Founder's Note

“Urzuv is my ode to Kashmir—a deeply personal journey back to my roots. It is my effort to give Kashmiri craft the space, respect, and relevance it deserves, and to present the valley’s artistry in a way that feels contemporary, enduring, and deeply rooted.” - Vatsala Hali, Founder & CEO Urzuv