Artisan fashion brand PRIAH emerged from the rustic landscapes of Boyacá, Colombia, to present its first Qatar-inspired collection at Expo 2023 Doha.
Born in 2019 out of a profound reverence for heritage and a commitment to empowering local artisans, PRIAH seamlessly marries tradition with innovation in the realm of conscious fashion. The brand began with a vision to honour the intricate art of crochet, a craft passed down through generations of skilled female artisans. Recognising the peril this ancient technique faced in the wake of industrialisation, they vowed to safeguard tradition while embracing progressive values.
In 2021 PRIAH was shortlisted as finalist of the Fashion Trust Arabia for guest country, Colombia. And, after years of research, the brand presented their first Limited Capsule Collection inspired by Qatar and the Arab world with a pop-up at Expo 2023. Using eco-friendly sustainable textiles and natural dyes, PRIAH’s pieces symbolise the universality of Andean and Arab cultures, blending mountains with dunes to honour traditions.
“Our story began with a simple idea: to acknowledge the handwork of female artisans who preserve the art of crochet,” explains Juanita Garcia, PRIAH’s visionary founder. “We believe in the power of traditions, but also in the necessity of innovation that respects our roots.”
PRIAH’s ethos centres on social entrepreneurship and conscious fashion, championing garments that narrate tales of heritage preservation through contemporary design. Each piece is meticulously crafted, paying homage to Colombia’s rich textile heritage while championing sustainability and ethical production practices.
At the heart of PRIAH lies a commitment to artisanal empowerment. By providing fair wages, fostering a healthy work-life balance and offering opportunities for skill development, PRIAH empowers its team of 20 talented women artisans in Tibasosa, Boyacá. In a region where employment opportunities in fashion are scarce, PRIAH’s atelier serves as a beacon of hope and opportunity.
“Our love for conscious fashion and social entrepreneurship led us to create carefully sourced garments designed to pay homage to our heritage, empower our artisans and care for the environment,” says Juanita.
PRIAH’s craftsmanship is unparalleled, with each piece infused with the artisan’s unique touch — a personal signature woven into every stitch. Utilising a needle #12, the second smallest needle in crochet crafting, PRIAH artisans create lightweight, intricate designs that exemplify the beauty of traditional techniques. Beyond crochet, PRIAH integrates complementary crafts such as hand-embroidery, hand-sewing, hand-knitting, hand-loomed and natural dyeing to elevate the designs, ensuring each piece is a testament to both tradition and innovation.
For more information, please visit @priah.heritage or call 3397 4506