South Africa based Social Entrepreneur to Showcase at London Fashion Week


Socially-conscious entrepreneur  Bushera Bashir has been invited to display a pop-up store of her luxury scarf range at London Fashion Week from 18th to 19th February in Soho, London. The Red Bull Amaphiko Academy alumni’s brand, Trebene, is an ethical fashion label, designing, printing and hand weaving luxury Cashmere scarves in Kashmir. Launched in 2015, the label combines the rich heritage of this luxurious textile with modern and contemporary designs.

“I’m truly honoured to be selected as one of the 15 designers participating in the London Fashion Week Pop-up Shop by Indie Faces, in Soho,” Bushera says. “This opportunity will unleash a new phase of growth for TREBENE within the European market We are excited to be able to share the brand at an international level. The last 18 months with Red Bull Amaphiko Academy have been incredible. They have walked this journey with us every step of the way, especially with regards to our international e-commerce site, logistics for the pop-up etc.”  –

Trebene‘s scarves are masterfully hand woven through a delicate ten-step process which has been perfected over generations. Kashmir is probably the only place in the world that still weaves cashmere by hand. Most countries use a mechanized shuttle to run power looms. Trebene’s mission is to preserve this ancient craft that has been passed on from Silk Route in the 14th century. The range is produced by Kashmiri weavers and allows for their children to get access to quality education through Trebene’s profit contribution.

Bushera hopes to deal with buyer frustrations and marketing tricks: too often ordinary fabric is passed off as cashmere in the textile industry. She also wants to bring back the allure of authenticity. “Think about Champagne from France and Scotch [whiskey] from Scotland,” she says. “Trebene makes cashmere from Kashmir, ensuring the authenticity of the luxury fabric while adding fresh, contemporary designs.”
Bushera will also be showcasing her brand at the Boutiques Fair, Singapore and the Mercedes-Benz Fashion Week, Cape Town next month.
Photo credit: Sydelle Willow Smith/Red Bull Content Pool

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