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Label in Focus

Morii

A design studio based in Gandhinagar, Gujarat, Morii’s vision is to reflect nature through its creations. At Morii, the creation of mindful and inventive embroidery is of utmost priority. The brand works with traditional artisanal communities of Kutch who are an integral part of the design process.

Introducing

The Founders

Brinda, the founder and design lead at Morii, is a textile design graduate from NID Ahmedabad. An intuitive artist and an innovative designer, she has redefined the intersection of art and design. She has worked with women embroidery artisans from the villages of Bihar (with Sujni) and West Bengal (with Kantha). She believes that the only way to be sustainable is to create long lasting designs in harmony with nature while sustaining one of a kind, traditional techniques in India.

Crafted in Gandhinagar, Gujarat

Meet the Makers

A tribe of nomadic pastoralists first arrived in Kutch 200 years ago from Balochistan. The Jat community settled in and around the arid land of Kutch and has since honed a preserved style that features densely embroidered yokes on thick fabrics.

The Process

Co-creation is at the core of what Morii stands for. The process begins with design workshops with traditional embroidery artisans where with basic design inputs the artisans are encouraged to discover new patterns and techniques. Each product takes 45 days to make.

Standards

Morii believes in Community-learning and upskilling while creating masterpieces together. The brand is all about co-creation with indigenous communities to provide sustainable livelihoods and to preserve the rich cultural heritage and craft that are on a decline.
  • F Fair
  • I Indigenous
  • V Vegan
  • O Organic
  • R Regenerative
  • R Refashioned

Going the Extra Mile

Community Focused

Improving livelihoods of marginalised communities who have suffered the most with the advent of fast fashion, either through artisanal collaborations or simply giving enough back.

100% Hand Crafted

All steps involved in creating the final product are done by hand. Utilising skills of artisans involved, makes each piece, one of a kind.

100% Natural Dyes

No toxic or chemical dyes are used, resulting in products that are good for your skin and for the planet.

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