Today we’d like to introduce you to Aashka Mehta.
Hi Aashka, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Shop Aashka emerged from my profound personal passion for knitwear that began when I was accepted into the Fashion Institute of Technology (FIT) in New York City. The acceptance into this college opened my eyes to the field of knitwear design. I learned about how sweaters could beautifully complement the female form through soft, comforting designs. My fascination deepened during my junior year at Politecnico di Milano in Italy, where I specialized in Knitwear Design and mastered the technical aspects of yarns, stitches, and garment construction. Educational field trips to Bologna’s highly concentrated knitwear regions provided me with invaluable exposure to world-class craftsmanship and the creative processes behind global knitwear production.
My professional journey included design roles at prestigious American fashion brands including Calvin Klein, Diane von Fürstenberg, Nordstrom, and Aeropostale. Through designing hundreds of sweaters across various categories and price points, I gained extensive experience in global factory collaboration, production timelines, and large-scale product development. However, this industry experience revealed a persistent problem: customers consistently complained about sweaters being itchy, prone to shrinking, or lacking thoughtful design elements that would enhance their wearing experience.
Recognizing this market gap as an opportunity, I launched Shop Aashka specifically to address the quality and comfort issues I had witnessed throughout my career. My brand’s mission centers on creating sweaters that feel luxurious against the skin, maintain their shape through years of wear, and reflect intentional design choices in every aspect from materials and fit to color palettes and finishing details. I partner exclusively with ethical, high-quality factories that align with my commitment to responsible production practices.
Shop Aashka has evolved into a slow-fashion knitwear brand built on three core principles: sustainability, ultra-soft yarns, and traditional craftsmanship techniques. I release small, carefully curated collections that merge timeless silhouettes with subtle design details and elevated textures. Despite the challenges of entrepreneurship, including steep learning curves and demanding schedules, I take pride in building a brand that honors both my cultural heritage and contemporary design sensibilities, positioning Shop Aashka as an emerging force in thoughtful knitwear design.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Building Shop Aashka has been anything but smooth sailing. My passion for fashion and unwavering commitment to creating a unique knitwear brand became the driving forces that pushed me through countless obstacles. When I first started reaching out to manufacturers with my distinctive designs, I would spend hours discussing intricate details with them, drawing on my seven years of practical knitwear experience to explain the possibilities I envisioned. Despite my expertise and detailed explanations, manufacturers would initially dismiss my ideas as impossible to execute, forcing me to become incredibly persistent in persuading them to attempt my unconventional concepts.
The biggest challenge became following through with unique design ideas because each one represented a significant risk. I had to develop an almost stubborn resilience, refusing to let constant “no” answers crush my determination. Whenever I encountered roadblocks in the product development process—whether related to manufacturing techniques, supply chain issues, or technical limitations—I would exhaustively search for alternative solutions on google or in books. This process taught me that with enough determination and creative problem-solving, there’s almost always a path forward, even when the initial approach seems impossible.
The financial reality of prototype development proved far more expensive than I had anticipated. Creating a brand became an intense test of patience, requiring me to invest significant time and resources while learning to compartmentalize failures without letting them derail my vision. The mental challenge of maintaining optimism after repeated setbacks was perhaps the most difficult aspect—constantly telling myself that failing twice meant I simply needed to try a third time, despite the mounting costs and time investment.
The emotional toll became evident when friends and family began staging interventions, urging me to abandon the venture and think practically about whether the effort was worthwhile given the lack of immediate profitability. Their well-meaning advice to “let it go” tested my resolve more than any manufacturing challenge. I had to learn to embrace risk-taking as an essential part of the journey, consistently responding to doubters by explaining that while the brand might not be profitable today, I believed deeply in its potential for success within the next two to three years. Maintaining that long-term vision and faith in my concept became the ultimate test of my entrepreneurial spirit.
Thanks – so what else should our readers know about Shop Aashka?
Shop Aashka is ethically produced sustainable knitwear brand dedicated to solving the fundamental problems that have plagued the sweater industry for decades. We specialize in creating ultra-soft, luxurious sweaters that feels ultra soft next to the skin, maintains its shape after years of wear, and reflects thoughtful design in every detail. Drawing from my seven years of experience designing for major American fashion brands like Calvin Klein, Diane von Fürstenberg, Nordstrom, and Aeropostale, I founded Shop Aashka to address the recurring customer frustrations I witnessed—itchy fabrics, shrinking garments, and poorly constructed sweaters that lacked thoughtful design elements.
What truly sets Shop Aashka apart is our unwavering commitment to quality and our unique approach to knitwear construction. Every piece begins with carefully selected ultra-soft yarns that prioritize comfort without compromising durability. We work exclusively with factories that have international certifications for quality assurance and labor practices, that share our values of responsible production and traditional craftsmanship techniques. Our design philosophy centers on creating timeless silhouettes enhanced with subtle details and elevated textures, ensuring each sweater transcends seasonal trends and becomes a wardrobe staple. Unlike fast-fashion alternatives, we release small, curated collections that emphasize creativity and authenticity over quantity.
I’m most proud of our brand’s ability to bridge heritage craftsmanship with modern manufacturing techniques, exemplified by our upcoming Cloud Cashmere Capsule launching soon. This collection features sustainably produced cashmere yarn and draws deep inspiration from India’s traditional craftsmanship techniques, honoring the rich heritage of textile artistry passed down through generations. What makes this launch especially meaningful is our revolutionary approach to packaging—we’re proud to offer 100% sustainable, home-compostable packaging, an innovation that’s virtually unheard of in the fashion industry. Each Shop Aashka piece represents countless hours of development, creating sweaters that are both sculptural and comfortable, moving beautifully with the female form.
What I want readers to understand about Shop Aashka is that we’re not just another fashion brand—we’re a solution to an industry-wide problem. Every customer who chooses Shop Aashka is investing in a philosophy that prioritizes sustainability, ethical production, and exceptional quality over mass-market convenience. Our sweaters are designed to be cherished for years, not discarded after a season. We believe that thoughtful design, premium materials, and responsible manufacturing practices can coexist, creating knitwear that serves both the wearer and the planet. Shop Aashka represents the future of fashion—where quality, comfort, and consciousness converge to create something truly special.
Can you talk to us a bit about the role of luck?
I consider myself extremely lucky, but I firmly believe that luck is what happens when hard work meets opportunity. This philosophy has guided every step of my journey, from my acceptance into my dream college where my passion for fashion found true opportunities in the industry, to landing internships at the very brands I had admired and grown up looking at—Calvin Klein, Aeropostale, DVF, and others. The chance to study at Politecnico di Milano and learn from knitwear experts in Bologna and Florence felt like extraordinary fortune, but I recognize that these opportunities came my way because I had prepared myself to recognize and seize them when they appeared.
Every opportunity I received, I approached with utmost seriousness and dedication. I worked tirelessly to create detailed creative projects and showcase my absolute best work, never allowing my inexperience or knowledge gaps to become excuses for mediocrity. When I had the privilege of assisting top American designers like Francisco Costa, Jonathan Saunders, Henri Zankov, and Christopher John Rogers, I understood that this wasn’t just luck—it was the result of consistently demonstrating my commitment and capability. I would study overnight and read countless books to gain deep knowledge of any subject matter, ensuring that each project I delivered was thoroughly researched and expertly crafted.
However, there were certainly situations where I faced difficulties completely beyond my control, moments that could have been considered “bad luck.” English not being my first language and my unfamiliarity with American pop culture references often left me feeling out of place when collaborating on projects with colleagues and classmates. These cultural and linguistic barriers could have easily derailed my progress, but instead of accepting defeat, I chose to work even harder to transform these challenges into advantages. I would spend hours reading books and immersing myself in unfamiliar topics, actively seeking out friends and colleagues who were experts in areas where I lacked knowledge.
What I’ve learned is that apparent “bad luck” can be converted into good fortune through determination and effort. Every obstacle became an opportunity to grow stronger and more knowledgeable. When I felt unprepared or disadvantaged, I would dedicate myself to intensive preparation for whatever role or position lay ahead. This approach of transforming challenges into opportunities has been instrumental in building Shop Aashka—every manufacturing rejection, every design setback, and every moment of doubt became fuel for greater determination. I believe that my willingness to work harder in the face of adversity has created more “lucky” opportunities than I could have ever imagined, ultimately leading to the creation of a brand that reflects both my heritage and my relentless pursuit of excellence.
Pricing:
- Complimentary shipping over $350 In September 2025, Shop Aashka will launch the first ever Sustainable Cashmere Sweater Collection for women. It features a sweater set in : Lilac Pop, Butter Yellow and Baby Blue colorways. The set in each color includes Crew Neck Sweater, Sweater pants and beanie. YARN : All sets designed in 70% Wool, 30% Cashmere yarn selection. Our Cashmere-Cloud yarn blends our renowned cashmere fiber with ultrafine micron wool top. Expertly spun to 2/26 nm to create a supersoft, lofty and versatile yarn in muted soft pop colorways. SUSTAINABLE CERTIFICATIONS : The wool is certified by Responsible Wool Standard. The cashmere is certified by The Good Cashmere Standard.
- Cashmere Cloud Crew Neck Sweater Colorways : Lilac Pop, Butter Yellow, and Baby Blue Description : Experience the perfect harmony of luxury and comfort with our Cloud-Soft Cashmere Sweater. Crafted in a relaxed oversized silhouette that drapes beautifully at hip length, this sweater features loose, flowing sleeves and exquisite stitch embroidery inspired by the architectural grandeur of the Taj Mahal. The 5-gauge, 3-ply cashmere construction delivers the ideal balance of warmth and wearability – thick enough to provide genuine comfort during fall and winter weather, yet surprisingly lightweight to ensure you never feel weighed down. True to its name, this sweater delivers an unparalleled tactile experience with thoughtful finishing touches including side split hem for enhanced movement and ribbed cuffs and hem for a polished finish. The moment you slip it on, you’ll understand why we call it Cloud-Soft – it’s a luxury you can feel, designed for the modern woman who values both comfort and sophistication. Perfect for layering or wearing on its own, this sweater transitions seamlessly from casual weekends to elevated everyday moments. Content : 70% Wool, 30% Cashmere Price : $249, Link to Purchase : https://shopaashka.com/collections/all
- Cashmere Cloud Lounge Pants Colorways : Lilac Pop, Butter Yellow, and Baby Blue Description : Elevate your loungewear experience with our Cloud-Soft Cashmere Lounge Pants, where ultimate comfort meets sophisticated design. Crafted with a relaxed, comfortable fit that flatters every silhouette, these pants feature a gentle flare at the hem for an effortlessly elegant look. The 5-gauge, 3-ply knitting construction delivers exceptional softness and durability, while the soft ribbing at the waistband with adjustable drawcord ensures a perfect, personalized fit. Convenient slide-in side pockets add both functionality and a clean, streamlined aesthetic. The standout detail is the exquisite stitch embroidery at the side hem, inspired by the architectural grandeur of the Taj Mahal, adding an artistic touch that transforms everyday loungewear into something truly special. True to the Cloud-Soft promise, these pants deliver an unparalleled tactile experience that feels like luxury against your skin. Whether you’re relaxing at home, enjoying a quiet morning, or stepping out for casual errands, these versatile lounge pants offer the perfect blend of comfort, style, and sophistication for the modern woman who refuses to compromise on quality. Content : 70% Wool, 30% Cashmere Price : $279 Link to Purchase : https://shopaashka.com/collections/all
- Cashmere Cloud Beanie Colorways : Lilac Pop, Butter Yellow, and Baby Blue Description : Elevate your winter wardrobe with our Cloud-Soft Cashmere Rib Beanie — a timeless essential crafted for those who seek effortless elegance and uncompromising quality. Spun from our signature Cloud-Soft cashmere in a 7-gauge, 2-ply knit, this beanie offers indulgent warmth without weight. The plush ribbed texture molds gracefully to your shape, offering a structured yet supple fit that moves with you. Impossibly soft against the skin, this piece redefines everyday luxury. A 2-inch foldover cuff adds both refinement and function — ensuring a secure, tailored fit while enhancing the beanie’s sculpted silhouette. Whether layered under a tailored coat or paired with an off-duty look, this versatile piece delivers a whisper of warmth and a statement of sophistication. For those who appreciate quiet luxury and exquisite craftsmanship, this is more than a winter staple — it’s a cold-weather indulgence. Content : 70% Wool, 30% Cashmere Price : $ 69 Link to Purchase : https://shopaashka.com/collections/all
Contact Info:
- Website: https://www.shopaashka.com
- Instagram: @shopaashka
- Facebook: Shop Aashka
- LinkedIn: https://www.linkedin.com/in/aashka-mehta-sbpa/
- Other: https://shopaashka.com/collections/all
Image Credits
Not applicable.
