Incepted in 2016 and launched in 2018, ‘Màay is a ethical apparel and lifestyle company in India which was founded with a vision
to empower regional Kashmiri artisans and revive the traditional age old hand embroideries and craft technique of Kashmir to contemporary outfits, home furnishings and accessories and give a new lease of life to a craft form on the verge of extinction.
In the era where machines are replacing humans, kashida/aari and tilla embroidery is being replaced with machine embroidery. Kashmir, a land which once was known as 'heaven on Earth' now is often in news for the conflicts, chaos,terror and strikes.
With Tourism dropping because of regular curfews and strikes and lack of access to outside world,the artisans and craftsperson in Kashmir are struggling to survive, keep their skills alive and pass on the rich cultural heritage to their next generation. In this fast paced world,there are no takers for their handcrafting skills which take anywhere upto 4-5 days for a single creation to get made.
We practice ethical fashion that honours the hands that are skilled and work labouriously to create the handcrafted goodness delivered with love from Kashmir.