Kashmir’s Sozni embroidery scores international tie-up

Srinagar, Feb 24: Kashmir’s traditional craftsmanship has found an international sporting platform with German football club FC Ingolstadt 04 announcing a collaboration with Pumposh, a design house rooted in the Valley. The partnership will see the launch of a limited-edition range titled “The Artistry Collection by Pumposh.”

A statement said that the collection blends Kashmir’s centuries-old Sozni embroidery with design elements inspired by German football culture. The outcome is a series of finely crafted scarves that reflect both Kashmiri heritage and FC Ingolstadt 04’s identity. The scarves will soon be available through the club’s official merchandise outlets and online store, offering Kashmiri artisans global visibility.

Announcing the collaboration, Dietmar Beiersdorfer, CEO of FC Ingolstadt 04, said the initiative brings together two different worlds in a meaningful way, serving as a bridge between cultures and a celebration of craftsmanship while empowering artisans worldwide.

Manuel Schäfer, Head of International Affairs, Bianca Unterburger, Head of Merchandising, and Kaushik Moulik, Global Advisor attended the announcement ceremony. The partnership marks a new chapter in the club’s international engagement and highlights how Kashmiri handicrafts are increasingly finding recognition on global platforms.