Behind the scenes

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The two creatives and co-founders of IDYR met at university, never once did they expect to have similar aspirations let alone work on a project together.
Fadwa and Amal are like two pieces of the same puzzle, although very different, when together they fill out the frame perfectly.

She is Amal the punctual and sharp engineer, she takes care of the manufacture of our creations from A to Z.
« I am passionate about Moroccan craftsmanship thanks to my grandmother who made rugs with love and passion. Fashion for me is a way to express one’ s style, but above all a responsibility. This is why after completing my studies in industry and environment, I decided to launch my own project in what fascinates me to respond to the environmental, social and cultural issues that I experience every day « 

She is Fadwa the dreamer, innovator and creative, she takes care of marketing, content and sales.
« I have always loved to write, draw, create, since I was a child I dreamed of having a brand of my own, of being there for myself and for those around me. Since I was 21, I have embarked on the realization of my project with Amal and every time I look at the impact it has on us, our artisans and those around us, I am the happiest person in the world « 

She is Amal the punctual and sharp engineer, she takes care of the manufacture of our creations from A to Z.
« I am passionate about Moroccan craftsmanship thanks to my grandmother who made rugs with love and passion. Fashion for me is a way to express one’ s style, but above all a responsibility. This is why after completing my studies in industry and environment, I decided to launch my own project in what fascinates me to respond to the environmental, social and cultural issues that I experience every day « 

She is Fadwa the dreamer, innovator and creative, she takes care of marketing, content and sales.
« I have always loved to write, draw, create, since I was a child I dreamed of having a brand of my own, of being there for myself and for those around me. Since I was 21, I have embarked on the realization of my project with Amal and every time I look at the impact it has on us, our artisans and those around us, I am the happiest person in the world « 

Our values

Despite their differences one thing is for sure; Amal and fadwa share the same values and want the same things for the brand.

Ethics

We insist on taking care of the tender hands that handle our accessories after all
IDYR wouldn’t be here without it’s craftswomen.

Transparency

In IDYR we enjoy sharing things with our community, in a clear and precise manner.
Our doors are always opened for any curious enthusiasts !

Durability

In IDYR we believe in the impact that each and every one of us can have on the environment, so we make sure to recycle as much waste as possible and generate as little waste as we possibly can.

Creativity

IDYR wants to be different. Originality is our strength, a responsible accessory can be pretty and wearable