Every rug is designed, sourced, woven, washed, and quality-checked with a level of control rarely found in the traditional rug market. Softer, denser, more durable, more traceable.
We use a blend of New Zealand wool and carefully selected Bouyblane wool, considered one of the finest sources in Morocco. Fiber is chosen from living animals and from the areas of the body where quality is best preserved, so the pile keeps its softness and strength across a rug's lifetime.
Our rugs are woven at roughly 400 knots per 10 cm², a density that makes them noticeably softer underfoot, more resistant to wear, and finer in pattern detail than lighter market weaves.
After weaving, every rug goes through a proprietary natural washing process at our washing zone between Khenifra and Mrirt, with minimal chemical intervention. It preserves the wool's natural softness, lustre, and color depth instead of standardizing it under bleach.
We do not buy finished rugs from the souk. We work directly with our workshop in Khenifra and test quality on the ground before a rug is ever prepared for export.
Every rug is an original design by the brand's co-CEO, drawn from Amazigh visual heritage but built for contemporary interiors. Each design sheet is pinned above the loom and followed knot by knot.
We keep direct oversight across the chain: wool sourcing, weaving, washing, testing, finishing, and shipping. Nothing is subcontracted out of sight.
