'Pehhchaan' - 'Identity' in Urdu, is a London based social enterprise that sources handcrafted as well as machine embroidered and woven shawls, scarves and dupattas from across the Sub-Continent. Pehhchaan's core mission is to highlight the rich heritage and craftsmanship of the region through the magnificent art, textiles and unmatched skills of it's artisans, all the while giving back to society by donating 10% of our profits every month to organisations working to eradicate illiteracy in Pakistan. We are not a fast fashion brand and therefore most of our pieces will proudly become part of your wardrobe for a long time and can be passed down to the next generation as heirloom.