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MÀAY IS THE FIRST HIGH STREET APPAREL AND LIFESTYLE BRAND IN THE WORLD,

TO CREATE 100%  HAND EMBROIDERED CRAFT FORMS OF KASHMIR WITH CONTEMPORARY

GLOBAL AESTHETICS GIVING A NEW LEASE OF LIFE TO CRAFTS OF KASHMIR

We believe in Transparency!

June 18, 2019

Did you know most of the goods sold in the name of Kashmiri craft is machine made and sold at the price of handmade?

It has not only led to the decline of heritage but also shattered the entire handicraft industry of Kashmir.

Kashmir is known for its beauty and the Kashida hand-works are as beautiful as Kashmir.

The artisans give expression to the beauty of life all around, creating property on threads, bringing out the many untold tales of love and affection.

“Months’ of hard work and dedication goes into making a single Kashmiri craft. And, when this craft comes in the market, it could not compete with a machine made product, which is available at much lower prices. This has rendered thousands of artisans unemployed

The craftsmen are dedicated. They don’t know anything else and this is what they do for a living.We wanted to promote their craft and give them recognition by taking their works to people who appreciate it.

But for this we need to understand the difference between real handmade aari embroidery and machine made embroidery.

You can tell the difference by looking on the wrong side of the fabric because most machine has a second thread – the bobbin thread, running down the center of satin stitches. Other stitch types also have a bobbin thread, which is usually white, but it may be harder to detect on running stitches and fill stitches.

 

An exception is chain stitch made by machine. These machines do not use a bobbin, so this type of machine embroidery looks more like hand embroidery. One way to tell the difference between chain stitch made by machine and handmade chain stitch is the uniformity of the patterns. One particularly difficult type of chain stitch to create by machine is called coin swirl, are circular pattern about the size of a coin.

On the other hand (pun intended), in hand-stitched embroidery you may notice more breaks between objects. In other words, these breaks will have little threads hanging off where the embroiderer changed colors or threads.

To decipher a machine embroidered item from a hand-stitched item by looking at the front side of the fabric can be trickier and requires some embroidery knowledge.

So, to ensure whether all the samples and designs are handmade or not, at Màay we first check all the designs and then finalise them for further processing because Màay is born out of a desire to reinterpret old traditional Kashmiri embroideries and crafts.

Comment or write to us if you’d like to add, say or inform something.

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