Delhi-based designer Zubair Kirmani, who hails from Srinagar, has recently set up shop in his native town in an attempt to cater to the local market, which lacks designer menswear.
Kirmani has launched a men's collection store in Srinagar, and hopes he can fill the gap with his small effort.
"There is a huge clientele that doesn't travel to other cities to buy garments and the one big reason for that is expensive travel fare. Knowing the local market, there is nothing special which men can buy easily in the region," he said.
The designer wants his clothes to reflect the new Kashmir.
"I wanted to cater to Kashmir's local market and this is what I'm doing. Making clothes in Kashmir gives me an opportunity to work with people as well as with the state handicraft and other textile techniques," Kirmani told IANS.
"It's my home town. I always wanted to launch a store there. I also wanted to work with Kashmiri arts and crafts and blend them in a new way," he added.
The 34-year-old designer shuttles between Delhi and Kashmir for work, and says the menswear market in Srinagar is picking up in a big way.
"The focus at the Srinagar store is going to be menswear as I know the potential of the clients and customers here," he said.
It was in 2006 when Kirmani launched his label Bounipun, which means chinar leaf in Kashmiri.
A basic Zubair Kirmani shirt costs Rs.1,700, but his other offerings like sherwanis, saafas, suits and jootis, are priced between Rs.11,000 and Rs.60,000.
"My price for a basic shirt is that of any normal brand. So it is quite accessible to a lot of people. But at the same time, we are not compromising on the quality of our products," he said.