Srinagar: Kashmir’s traditional pheran is attracting growing interest beyond the Valley, with designers, retailers and fashion enthusiasts exploring contemporary versions of the garment while preserving its cultural identity.
Traditionally worn during the harsh winter months, the pheran has increasingly become a fashion statement, with changing designs, colours and fabrics helping it reach new audiences across India and abroad.
Fashion designer and retailer Zareef Hussain Bhat said the pheran has evolved considerably in recent years, adapting to changing consumer preferences while retaining its traditional character. Once largely associated with winter wear at home, the garment is now finding a place in offices, public settings and social gatherings.
The growing popularity of the pheran has encouraged designers to experiment with different cuts, embroidery patterns and materials. Contemporary adaptations are attracting younger buyers, while traditional designs continue to appeal to customers seeking authentic Kashmiri clothing.
Historically, pherans were made using warm fabrics such as wool and traditional materials suited to Kashmir’s cold climate. Cotton versions were also worn during summer. Over time, the garment developed distinctive regional styles, with variations in embroidery, fabric and overall design.
Fashion designer Mufti Saadia, who owns Hangers in Srinagar, said the pheran is gaining recognition beyond Kashmir, with customers from different parts of India showing interest in Kashmiri designs. Its increasing visibility at fashion events and among public figures has further contributed to its appeal.
The garment has also found support among younger entrepreneurs and designers who are exploring ways to combine traditional craftsmanship with modern fashion trends. Their efforts are helping introduce the pheran to customers who may not have previously considered it part of their everyday wardrobe.
However, concerns remain over the availability of affordable handmade pherans. Designers point out that machine-made alternatives, often sold at lower prices, have increased competition for traditional artisans. The shift has raised questions about the sustainability of hand embroidery and the livelihoods of craftspeople who depend on this work.
Despite these challenges, the demand for pherans continues to encourage businesses to explore new markets and designs. Industry observers believe that maintaining a balance between affordability, quality and traditional craftsmanship will be essential to sustaining the garment’s popularity.
As Kashmir approaches another winter, the pheran remains closely connected to the Valley’s identity and way of life. Its growing presence in contemporary fashion offers an opportunity to promote Kashmiri craftsmanship to a wider audience while supporting the artisans and businesses that keep the tradition alive.
Srinagar: Kashmir’s traditional pheran is attracting growing interest beyond the Valley, with designers, retailers and fashion enthusiasts exploring contemporary versions of the garment while preserving its cultural identity.
Traditionally worn during the harsh winter months, the pheran has increasingly become a fashion statement, with changing designs, colours and fabrics helping it reach new audiences across India and abroad.
Fashion designer and retailer Zareef Hussain Bhat said the pheran has evolved considerably in recent years, adapting to changing consumer preferences while retaining its traditional character. Once largely associated with winter wear at home, the garment is now finding a place in offices, public settings and social gatherings.
The growing popularity of the pheran has encouraged designers to experiment with different cuts, embroidery patterns and materials. Contemporary adaptations are attracting younger buyers, while traditional designs continue to appeal to customers seeking authentic Kashmiri clothing.
Historically, pherans were made using warm fabrics such as wool and traditional materials suited to Kashmir’s cold climate. Cotton versions were also worn during summer. Over time, the garment developed distinctive regional styles, with variations in embroidery, fabric and overall design.
Fashion designer Mufti Saadia, who owns Hangers in Srinagar, said the pheran is gaining recognition beyond Kashmir, with customers from different parts of India showing interest in Kashmiri designs. Its increasing visibility at fashion events and among public figures has further contributed to its appeal.
The garment has also found support among younger entrepreneurs and designers who are exploring ways to combine traditional craftsmanship with modern fashion trends. Their efforts are helping introduce the pheran to customers who may not have previously considered it part of their everyday wardrobe.
However, concerns remain over the availability of affordable handmade pherans. Designers point out that machine-made alternatives, often sold at lower prices, have increased competition for traditional artisans. The shift has raised questions about the sustainability of hand embroidery and the livelihoods of craftspeople who depend on this work.
Despite these challenges, the demand for pherans continues to encourage businesses to explore new markets and designs. Industry observers believe that maintaining a balance between affordability, quality and traditional craftsmanship will be essential to sustaining the garment’s popularity.
As Kashmir approaches another winter, the pheran remains closely connected to the Valley’s identity and way of life. Its growing presence in contemporary fashion offers an opportunity to promote Kashmiri craftsmanship to a wider audience while supporting the artisans and businesses that keep the tradition alive.
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