Pashmina has been worn over the years in many different forms as a sweater, a dress, a skirt and even as a scarf. With recent trends towards combining Eastern and Western fashion styles the Pashmina shawl has in fact become a winter staple.

Ashlee Monroe, Canadian Goodwill Ambassador of the ‘Pashmina Goat Project’ by adding style to jeans, its versatility, chic and comfort have increased both its popularity and demand.

Over the years erratic climate conditions have been killing Pashmina goats in the Indian Himalayas (in the Ladakh area) and threatening the supply of the silky wool used to make cashmere apparel.

In addition to harsh living and working conditions, cheap and inferior (fake) products are further chipping away at already diminishing returns.

As a result of all these challenges communities linked to the Pashmina ecosystem (i.e. the goats, shepherds, yarn weavers, manufacturers, craftspeople and buyers) are declining at an alarming rate.

In response, the KASHMIRINK Foundation’s Pashmina Goat Project hosts art exhibitions, fashion shows, conferences and interactive activations with the stakeholders to raise awareness of the ongoing challenges faced by the Pashmina ecosystem. Its most recent efforts include the creation of a Goodwill Ambassador Program for celebrities and passionate individuals to become the voice for this project.

Ashlee Monroe, a Canadian entrepreneur (Eslight International Inc.) and TV personality has been selected to serve as a ‘Honorary Diplomat’ to help foster positive relationships and garner support from organizations, corporations, institutions and individuals from across the world.

In association with the founder of KASHMIRINK, Babar Afzal, Ashlee will host social functions and lobby for the welfare of the Pashmina, attracting international support for the project.

As the global demand for pure and authentic Pashmina continues to grow, the foundation believes it is crucial to raise awareness, especially within the 100 plus countries that import Pashmina. To make this possible the foundation is looking for international brands and organizations that understand the cause and are willing to support the project.

This is going to become of the biggest campaigns because the Pashmina goat is also producing something that will help raise money to keep the shepherds and all those involved motivated.