The wonders of traditional felt
JYANN is committed to spreading slow fashion values and safeguarding traditional Moroccan know-how by telling the authentic story of a living heritage transmitted through generations. Jihanne Boumediane, founder of JYANN, grew up between Medina's vibrant scene and Riad's warmth for traditions. This is where she inherited her family's admiration for craftsmanship. During her early days of college, Jihanne used to spot felted objects in traditional markets, and she noticed a scarcity of felt makers who possess true traditional know-how. "This fuelled my eagerness to deepen my research, which is why I pursued a PhD in slow fashion and sustainability," Jihanne explains.
JYANN works directly with wool felt artisans to support a traditional, endangered craft, develop its processes and upgrade the quality of final products. Wool felting is an environmentally friendly, organic craft. It heavily depends on wool sourced from sheep during the summer to help them bare through the heat. The wool is then processed with water and natural traditional Moroccan Beldi olive oil soap. Today, JYANN produces several felt products such as hats, bags, clothing items, home accessories and other articles. The atelier pays particular attention to wool dyeing. It works with certified pigments, experiments with natural dyes and explores ancient techniques used in traditional Moroccan Taznakht rugs. JYANN shares its knowledge and experience through creative workshops held in Marrakesh and abroad.
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