Cultural Entrepreneurship and Technological Innovation in the Revival of Kurdish Mahrash: An Analysis of Sustainable Development Challenges and Strategies in Iranian Kurdistan

Abstract

This study aimed to analyze the opportunities and challenges of transforming the Kurdish mehrres garment—a symbol of cultural identity and indigenous knowledge—into a sustainable model of cultural entrepreneurship. Data were collected through semi-structured interviews with 14 entrepreneurs, participatory observation in 8 production workshops, and analysis of 50 Instagram posts. Findings showed that integrating indigenous knowledge with simple technologies (such as mechanized tools) reduced production time by 30% and increased profitability by 25%. Digital design of traditional motifs also improved product diversity by 40%. The unique characteristics of the Markhoz goat wool (29 microns in diameter, environmentally friendly) have attracted 65% of international buyers. However, structural challenges such as a 14% decline in the Markhoz goat population over five years, the lack of export standards, and the reliance of 60% of producers on personal savings threaten the survival of the industry. Digital marketing through documentary videos increased audience engagement by 3x and online sales by 50%, but the lack of international payment infrastructure (such as PayPal) has limited access for 70% of producers. Institutional collaboration (UNESCO World Registration, university projects) attracted 2 billion Tomans in capital and improved the accuracy of demand forecasting by 45%. The present study emphasizes that the survival of Mahres depends on the creation of a cultural-economic ecosystem that integrates technical innovation, smart marketing, and tripartite institutional cooperation. It is suggested that future studies focus on the role of women in the transfer of indigenous knowledge and comparative analysis of conservation policies in the regions.