In July 2017 Namyr- a sustainable e-commerce enterprise was founded by a cultural entrepreneur Zahra Amber. An ethical fashion platform under which the artisans from the local community could develop and trade high-fashion organic handmade products. Namyr not only provide the online market place for the locals to sell their products but also promotes and preserve the culture and historical essentials of the artifacts in more ethical and exclusive way.
In the autumn of 2016, a design consultancy took Zahra to a community in the northern hemisphere of Pakistan where she was captivated by the immense heritage of aboriginal talent of people. Despite living in Pakistan for most part of her life, she was struck by the raw talent of the people of this region. This region is called Kalash, which is more known for its beauty and less for the extraordinary inventive natives. Three of the Kalash valleys—Bumborate, Rumbur and Birir—are located to the south-western tip of district Chitral on the border of Nuristan valley of Afghanistan at a distance of 46 kilometer and 2 hours’ drive from Chitral town. The origin of the indigenous Kalash communities is shrouded in mystery. There are three parallel theories surrounding their origin: Some say the Kalash are descendants of the soldiers of Alexander the Great; other say they are indigenous to Asia and came from what is now the Nuristan area of Afghanistan and still other say the Kalash ancestors migrated to Afghanistan from a distance place in South Asia. Whatever might be the origin of the Kalash communities, it is an established fact that they have unique and colorful culture of their own. Their way of life, dresses, cuisines, religious festival, rituals, worships and folk songs are entirely different from that of their Muslim neighbors.
The inhabitants of this region have culture and tradition, which have long lasting history which is older than 300 BC. Despite their vivid and unique culture, this community lives in morbid clusters, deprived of basic amenities and denied basic human rights. The indigenous Kalash culture is potentially threatened with extinction. Being traditionally vulnerable, they compromise on their own cultural identity and assimilate into Muslim culture. Presently the total population of the Kalash community is estimated at 3400. Kalash communities, in general, and women, in particular, have hardly received their share in the growing trend of economic development largely because they don’t have social standing, which limits their access to career opportunities the way members of other communities in Pakistan do. Seeing the potential in people of this region her stay lasted beyond the duration of consultancy. She got an opportunity to revive the indigenous techniques of back strap weaving on modernistic forecast by using organic material (wool and colors). Working with these adroit women made her realize that the need of this community is more than just training. They need an outlet to access mainstream markets and generate an income, which can provide them better living.The unique pieces of artifacts they created elated her so much that she felt they should be available to people outside the valley. Thus, she initiated Namyr. Namyr’s objective is ‘’maximizing the benefits to people and communities whilst minimizing impact on the environment’’. Our products are Eco-friendly so every purchase is contributing to fare trade mission. This project is addressing social issues as poverty, unemployment, women empowerment, inclusivity, and environment