IDYR was founded by two young women, Amal Kenzari and Fadwa Moussaif, in 2017. They were determined to breathe new life into boucherouite, a traditional Moroccan weaving technique that uses textile scraps, once practised by rural women out of necessity. Their inspirational encounter with Khalti Milouda, an independent weaver with decades of skill, marked the beginning of a shared mission to reclaim and reimagine this overlooked craft.

In IDYR, repurposed fabrics become handwoven bags and accessories, shaped in close collaboration with local women and Youssef, a trained leather artisan who joined the venture early on. The manufacturer champions a circular, ethical and deeply human form of craftsmanship. Beyond objects, IDYR preserves heritage, empowers women and offers a sustainable alternative to mass fashion.