Here, 59-year-old Haji Fayaz Ali bends over a half-stitched Chitrali Chugha, working with quiet focus, seemingly oblivious to the cold Chapli Kababs cooling on a nearby table or the chatter outside. Though western-style coats dominate modern wardrobes, the Chitrali Chugha holds its ground, especially among those who value tradition. “I like Chitrali Chugha made of pure wollen especially of Kohistani or Chitrali sheeps” said Riaz Khan, a retired PST teacher while selecting chugha at Chitrali bazzar. “It has its own set of experts and they are highly respected in our community.”Despite the competition from modern outerwear, the Chitrali Chugha endures not just as clothing, but as a living symbol of heritage. He said special training was planned for professional training of tailors of Chitrali Chugha.