Ethics

Nearly 32,000 women mainly in rural areas have received some sort of education or skill that they do not make use of. They live in great poverty.
As a brand we believe in these women
We believe in their potential
We believe in the fashion revolution

Environment

The fashion industry is the second most polluting industry in the world. In Morocco alone, waste from the textile industry amounts to 200 000 tonnes each year. Only 8% of that waste is recycled.
There is only one Earth and we believe that becoming more aware and responsible of our actions will make her happy.
We believe in circular fashion and its future impact.

Culture

Traditional moroccan weaving is considered one of 13 moroccan handicrafts that are slowly becoming more and more neglected, the art is slowly disappearing, which will lead to the loss of a purely moroccan heritage and the unemployment of several talented craftswomen.

As a brand, we believe in making traditional, local, modern and high quality products.