During the summer of 2012, I was driving along K.P. Road in Anantnag when a young Kashmiri boy’s t-shirt caught my eye. “I love NY,” shouted his shirt to the world. This bothered me. Having lived in the US, I had never once seen someone show off an “I love Kashmir” t-shirt. I wondered why people were so keen to celebrate western cultures instead of their own rich heritage. Being a proud Kashmiri, I also wondered why there were no products that celebrated our Kashmiri identity in a contemporary way. I decided to change this and that was when the idea behind Koshur Lifestyle was born.
Koshur Lifestyle is a brand that enables Kashmiris to express their love for their culture and tradition. We offer contemporary products with a Kashmiri twist in 3 categories:
Tratth – For those with a typically Koshur sense of humor
Tengul – For the patriots among us
Tsratth – For the ones hungry for change
Every element of our brand - from the logo, the designs and the website - celebrates our love for Kashmir.
Take a few moments to check out our product pages - we are sure there's something that will make you say "What The Tratth!" :)
Hath hath pheer shukriya,