ragazza con salopette in denim bianco e ragazzo con capelli verdi e salopette in denim blu distesi su un tappeto in jeans, vicino alle loro spalle due paia di babouches marocchine in denim


A limited edition, original and bold collection, which combines quality, ethics and style. Created with love to give new life to one of the most polluting fabrics in the fashion industry, denim.

Every rug, every pillow and every slipper has been expertly crafted by Moroccan artisans.

Old jeans take new shape

ragazza sdraita su un tappeto boucherouite con una babouche in denim in mano

Boucherouite rugs, a concrete solution of creative reuse

The word “Boucherouite” means “made of rags”. Boucherouite rugs were born in the 1950s, in a period during which wool was very expensive and difficult to find. In order not to stop creating rugs - an art that is intrinsically part of Amazigh culture - the artisans have started using old fabrics used by their loved ones.

These sustainable and durable rugs are still made from reclaimed fabrics.

We chose to make them with denim and we found hundreds and hundreds of jeans in the second-hand markets in Morocco, as well as having recovered production waste.

mano appoggiata su un tappeto realizzato annodando fettuccine di tessuto ricavate da vecchi jeans

A polluting fabric, produced in excessive quantities

Did you know that around 10,000 liters of water are needed to produce a single pair of jeans? Today, 35% of all world cotton production is used to make denim.

Both the dyeing of the fabric and the processes to transform it and obtain the "washed" and "used" effects involve substances and methods that are harmful to workers and the environment.

tavolo pieno di jeans in un mercato di seconda mano in marocco

Where do jeans that are no longer worn go?

More than 4.5 billion pairs of jeans are sold per year… for a global population of 7.8 billion people.

A minimal part is reused while a large part is incinerated or is added to the thousands and thousands of tons of clothes thrown into landfills in the poorest countries.