The first time I heard about Luai was the 29th of January, 2021. But the story begins approximately 2 weeks earlier when a fashion designer called me regarding a project he was working on. I had met the designer several years ago when he applied for a job at my brand, Velour by Nostalgi in Gothenburg. Now, though, he asked me if I wanted to take part in a “micro factory” project in Borås, and amend some Velour by Nostalgi deadstock shirts...wow, I was thinking, could this be it! I wasn't interested in redesigning any shirts but i had actually been searching for a partner to start producing jeans locally, in Sweden, but hadn’t found the right one. I told him about my plans and he loved it! 2 weeks later, they decided to support my project.
Now back to the story of Luai, the artisan from Homs, Syria who started to sew pants at the age of 7. I told the fashion designer that I needed skilled people who know how to make jeans, and my aim was to find these workers among refugees, because I assumed they need jobs, while I needed experienced craftsmen. He then immediately told me about Luai from Syria….. Watch now and read the story
By refugees / We have seen a great exclusion in Sweden and in the world and are trying to make a difference. We started manufacturing jeans locally in Boras/Sweden because we saw the potential of the many refugees who have come to Sweden and its experience in the manufacture of jeans, our new artisans..
On demand / Our artisans make Jeans locally in the historic textile town of Borås, Sweden. By connecting our Artisans with all the knowledge and textile enthusiasm that exists in the textile city of Borås, it enables the construction of something truly new and sustainable. We produce the jeans on demand, which means that we produce on order and thus do not build stock. The idea is to get the customer used to planning their purchases and move to slowfashion and learn to appreciate the craft.
Give hope / We build faith and hope for the many refugees in Sweden by letting them use their skills and knowledge and, by the way, these Artisans make your Jeans locally in Borås, Sweden.
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