Amargi
Basic information
Project Title
Amargi
Full project title
Neo-Heirloom
Category
Shaping a circular industrial ecosystem and supporting life-cycle thinking
Project Description
Amargi draws inspiration from the wealthy source Albanian ethnography, but with a fresh, modern design.
Our main focus is to provide top quality clothing, combining the work of many Albanian women, proud and knowledgeable of their cultural heritage, refining every detail with maximum care.
Every collection presents a new aspect of the wealthy background, centering around a particular region, fabric, motif, or production process, now silenced in museums.
Our main focus is to provide top quality clothing, combining the work of many Albanian women, proud and knowledgeable of their cultural heritage, refining every detail with maximum care.
Every collection presents a new aspect of the wealthy background, centering around a particular region, fabric, motif, or production process, now silenced in museums.
Geographical Scope
National
Project Region
Albania
Urban or rural issues
It addresses urban-rural linkages
Physical or other transformations
It refers to other types of transformations (soft investment)
EU Programme or fund
No
Description of the project
Summary
Amargi is a project started by a young woman in Albania, trying to keep in life the traditional values close to disappearing in regard to clothing methods and ethnic designs. The aim of the project was to take a new approach on clothing, while aiding the Albanian society, especially women who provide for families through clothes making and by merging old techniques, with new, attractive designs that target mostly young Albanians and all lovers of innovative, sustainable fashion, that bring that special something on the table that you cannot find elsewhere. The objective is to keep alive the tradition of the methods of making clothes, while using modern designs that can be worn in our everyday modern life, still highlighting ethnic details that constitute the special appeal and character of these clothes.
Key objectives for sustainability
Amargi has embedded in its core values the specific goals set out in the 2030 Agenda for Sustainable Development. That is why we work in collaboration with only women, who work in clothing production and marketing, providing them with job opportunities that are scarce in the areas they live, hence, in compliance with Goal 5: Gender equality, by empower women and girls. Moreover, Amargi contributes to sustainable production and economic growth, contributing to the use of Albanian products, and by working with Albanian women, pursuant to Goal 8: Decent work and economic growth, also in terms of fair wages. Additionally works in a made-to-order philosophy, so only producing what has already been requested, avoiding waste of production, as per Goal 12: Responsible consumption and production.
Key objectives for aesthetics and quality
Amargi has a minimalist clothing style, with a touch of ethnographic details and finesse, which has brought an innovative experience in connecting tradition and modernity. In the context where Amargi operates, when discussions about bringing back tradition occurred it was always imagined as clothes that are worth preserving as a heritage, but not as a practical, functional one. The girls who wear Amargi expressed a comfort in clothing and a sense of creativity, belonging and heritage, as far as the design is concerned. Amargi has also come up with wedding dress designs, where with the light touch of traditional elements, it has created a design that is as special as the occasion, while enhancing the beautiful experience that is one’s wedding.
Key objectives for inclusion
The project is comprehensive, as Amargi's own philosophy is to encourage youth to preserve and be aware of our traditions, culture, and ancestry. It has also created jobs for women and youth, making them the strongest point of the project. It has also been taken as an example for diploma thesis for young students, in universities, as well as various cultural heritage projects in the country.
How Citizens benefit
Amargi provides job opportunities for women whose skills are declining in demand, but who have preserved that skill (working with fabric produced by sheep wool, or with hand-loom) for centuries, and who is now less used and more costly, thus close to being lost forever. These women stay in business, and earn a decent wage, thanks to Amargi, which in turn also makes for a valid job opportunity for the new generation, further preserving tradition and culture, while also inspiring innovation.
Physical or other transformations
It refers to other types of transformations (soft investment)
Innovative character
Amargi has successfully launched in the Albanian market, bringing forth an innovative approach to ethnic clothing, reimagined in modern clothing, in terms of material and process of production, thus preserving centuries old processes and knowledge whose use is rapidly declining. Joana, the founder of Amargi is a young Albanian girl, who started this company all by herself, with just her creativity as her main asset.
Disciplines/knowledge reflected
The designer’s background in architecture is one of the main elements that makes the project stand out. Additionally, a close study of the ethnography and production method is the heart of the entire project. The ethnography is the basic inspiration, the forms and colours from different Albanian region are the basis for different collections, while the architectural knowledge of lines, is merged in the creative process, to bring something that cannot be found elsewhere in Albanian clothing.
Methodology used
The methodology used is the study of ethnography and traditional clothing from different regions of Albania, as well as close contact with people in the field for better understanding traditional clothing of the area, comprising all its components. After the study, we make sketches of the designs for the collection, while considering the fabric production, along with the artisans who make the piece with a loom, to adapt to the shapes of the collection, after the sketches and fabrics are prepared, prototypes of the clothes are made, and then we decide on a photo set with a certain theme related to the philosophy of the collection. Later on we prepare the description of the clothes and launch them on the website, promote the collection with influencers and people who resonate with Amargi's ideas, and on our social networks.
How stakeholders are engaged
At the local level, there are artisans who are engaged in making materials and making clothing prototypes. These local levels work on the national level by being connected through the owners to make the final products, since people from all Albanian are involved in the making of Amargi: fabric manufacturing, tailors, models, photographers, marketing experts, etc. There are also international organisations (such as ambassies, youth programs) that have followed and promoted Amargi for the special project it is and the innovative ideas it has provided, to make it known to its audiences for the work and values it carries out. These involvements have contributed to marketing Amargi through interviews in newspapers and on local television, as well as in holding a fashion show.
Global challenges
SUSTAINABLE FASHION REQUIRES LESS WATER
Water is a major resource for the fashion industry. It is used in the dyeing and finishing process for nearly all of our clothes. It takes an incredible amount of 2,700 litres of water to produce a single T-shirt. Cotton in particular is highly dependent on water, but is usually grown in hot and dry areas where water is a scarce resource already.
By contrast, organic cotton reduces water consumption by 91% as opposed to conventional cotton. However, only 1% of global cotton production to date is organic. This is mainly due to the much higher cost of non-GMO seeds, which often require additional investments into materials & machinery, which farmers only use for their organically grown crop.
Other sustainable fabrics that require little to no water during the production phase include linen, hemp, REFIBRA™ & recycled fibers like recycled cotton.
Water is a major resource for the fashion industry. It is used in the dyeing and finishing process for nearly all of our clothes. It takes an incredible amount of 2,700 litres of water to produce a single T-shirt. Cotton in particular is highly dependent on water, but is usually grown in hot and dry areas where water is a scarce resource already.
By contrast, organic cotton reduces water consumption by 91% as opposed to conventional cotton. However, only 1% of global cotton production to date is organic. This is mainly due to the much higher cost of non-GMO seeds, which often require additional investments into materials & machinery, which farmers only use for their organically grown crop.
Other sustainable fabrics that require little to no water during the production phase include linen, hemp, REFIBRA™ & recycled fibers like recycled cotton.
Learning transferred to other parties
The whole procedure can be carried out in other similar contexts outside of Albania. The fabric production with a loom, preserving traditions and valuing handwork, is an element that must begin to compete with fast fashion and fast consumption and mass production. These are challenges that are being faced all over the world, therefore Amargi is an example and model that can be replicated in other cultures, preserving their own methods of production, while being sustainable as well as aiding and supporting people from special backgrounds that generally carry out such preservative works, that are not recognised in the society or that are threated to disappear in the future.
Keywords
Sustainability
Ethical fashion
Neo-heirloom
Tranditional
Details
