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
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.
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.
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.
Discover all the handmade products
