Phul-Akari will be reinterpreting Punjab's traditional phulkari embroidery. “Phul” means a flower and “Akari” means shape, which is an embroidery consist of different shapes of flowers. The brand distinguishes itself through the attention to detail that goes into each design. Each piece will be handcrafted by the local artisans and stitching by the master artisan in local areas of Punjab. The process involved in making each product is incredibly intricate and time-consuming. The aim is to revive the Punjabi culture. Phulkari work has almost disappeared in its original form, due to the partition of India and Pakistan in 1947, which had a dramatic impact on divided Punjab, as well as the obvious socio-economical reasons (schooling, lack of interest for manual work, profitability, and industrialization). People nowadays are moving ahead with trends, and that’s what phul-Akari will be giving them with the traditional values of Punjab.