About us

Welcome to The Shoob, where tradition meets trend.

Born in the heart of Kashmir, “The Shoob” is not just a name – 

it’s a movement, a mentality, and a mirror of modern Kashmir.

Derived from the local Kashmiri slang “Shoob”, which represents 

someone who carries attitude, style, confidence, and originality, 

the name celebrates bold individuality. A “Shoob” is someone who 

doesn’t follow trends – they create them. They walk with purpose, dress with flair, and express their identity without fear. That’s the energy we bring to every thread, every color, and every collection.

Founded in the timeless valley of Kashmir, The Shoob was born out of a vision:

to empower the youth, preserve the essence of our roots, and translate our vibrant culture into street-ready fashion. While the world sees Kashmir through the lens of beauty and conflict, we see it as a land brimming with creativity, resilience, and raw style – and that’s what we aim to showcase through our designs.

We combine traditional influences with modern cuts, merging the soul of the valley with the spirit of global fashion. Each piece is crafted to stand out – bold prints, edgy statements, and wearable comfort that speaks volumes without saying a word. Whether you’re in a chill zone with friends or out there making big moves, The Shoob is your second skin – authentic, fearless, and original.

We don’t just sell clothes – we tell stories. We don’t follow fashion – we represent a culture.

Join the tribe.

Be loud. Be different. Be The Shoob.