Image via Saheliwomen
Celebrating Women Empowerment,Tradition and Sustainability
As the creator of Ametou, a women led sustainable brand I truly believe in upholding tradition while innovating. At Ametou, we believe that fashion can be a powerful tool for women empowerment, sustainability and cultural preservation. It highlights the beauty and diversity of ikat patterns, expresses a strong sense of tradition and highlights the value of supporting women artisans. By using pre-existing textiles, commonly referred to as ‘deadstocks’, we give new life to discarded materials and create unique and unusual patterns that showcase the rich tapestry of other cultures.
We are a women-led company and are aware of the particular challenges faced by women, especially in the fashion sector. We strive to give women artists the opportunity to showcase their talents and preserve their cultural heritage. Working with Saheli Women and the Institute for Philanthropy and Human Development (IPHD), we provide skills development programmes that give women economic and social opportunities as well as fair wages and safe working conditions.By working closely with these artists, we are able to provide our consumers with unique and exceptional products, as well as contributing to the sustainable fashion movement.
I was inspired to create Ametou by the incredible skills of the artisans I met during my travels. These women had extraordinary abilities and knowledge that had been passed down from generation to generation, but their voices and talents were often ignored. I saw an opportunity to change that story by creating a stage where their skills and traditions could be celebrated. We are helping these artisans thrive and contribute to the sustainable fashion movement by working closely with them.
Women Empowerment and Cultural Preservation :
The bright and ornate ikat patterns that cover our clothes have a long history spanning several civilisations. The intricate process of resisting dyeing yarns before they are woven into beautiful patterns is known as the ikat textile method. Each piece tells its own story and embodies craftsmanship and traditions that have been passed down from generation to generation. At Ametou, we deeply value these traditional methods and strive to preserve them by adding ikat patterns to our products.
When you wear Ametou clothes, you take a piece of cultural heritage with you. The vibrant hues, and intricate patterns and misty shapes testify to the craftsmanship that went into developing this ancient method. Each pattern tells a unique story, conveying the character of the area in which it originated. Honouring the craftsmanship and history of a piece of clothing is more important than simply wearing it.
Embracing Women Empowerment Through Sustainable Fashion :
At Ametou, sustainability is at the heart of everything we do. We believe that fashion should be considerate of both people and the environment. This is why we only use pre-existing textiles, sometimes referred to as ‘dead stock’, to create our collections. These fabrics are carefully selected for their high quality and distinctive qualities, as they would otherwise be discarded. We reduce our impact on the environment while providing our consumers with something truly unique and remarkable by reusing and recycling these materials. Think of fabric that is abandoned and languishing in storage. We rescue these forgotten treasures and create something exceptional by selecting unclaimed textiles.
Our designs reflect the rich diversity of different cultures. Each garment tells its own story, capturing the essence of the region from which the ikat patterns originate. The vibrant colors, intricate motifs, and blurred designs are a testament to the craftsmanship and artistry behind this ancient technique
When you wear Ametou pieces, you honour the journey of each fabric and appreciate the richness of cultural history.By wearing an Ametou piece, you’re not just expressing your sense of style; you’re also demonstrating your commitment to sustainable fashion and your principles. Each piece serves as a catalyst for discussion, allowing you to explain the artisan’s history and the cultural significance of the design.
At Ametou, we believe that the transition to sustainable fashion is necessary to create an informed and responsible business, not just a passing fad. We want to set the standard for sustainable fashion practices by using off-the-shelf materials, encouraging fair trade and adopting ethical production practices. We work to motivate others to rethink their consumption patterns and make thoughtful decisions that benefit the environment and society as a whole.
In addition to the materials we use, sustainability is a core value of our company. Every element of our supply chain – from sourcing to packaging – is carefully considered. To reduce our impact on the environment, we prioritise eco-friendly products such as recyclable or biodegradable packaging. We want to encourage a wider trend in fashion business, where ethics and sustainability are the rule rather than the exception, by investing in sustainable practices.
Making a Statement with Ikat Fashion:
By selecting Ametou, you join a group of people who value tradition, independence and sustainability. Our clothes are more than just fashion accessories; they symbolise a conscious decision to promote moral behaviour and preserve cultural heritage. With every purchase you support the promotion of women artisans and the preservation of their craft.
We invite you to browse our range, which features an array of exquisite pieces that skilfully combine heritage and innovation. From flowing skirts covered in vibrant ikat patterns to chic shirts that embody ethnic diversity, each piece of clothing has a story to tell. Embrace the opportunity to wear something unique and special, knowing that your clothing choices can influence others.
Ametou, a woman-led sustainable clothing brand is committed to respecting customs, empowering women and promoting sustainable development. We produce one-of-a-kind and unusual designs that reflect the diversity and complexity of other civilisations, combining ikat patterns with old stock textiles. Our mission is to help women artisans, protect cultural heritage and promote sustainable practices in every product we make. Let’s use the influence of fashion together to build a better, more diverse future. Join us on this adventure as we honour heritage, promote women’s empowerment and transform the fashion business through our commitment to sustainability.
It matters what you wear