Berbère bis

American Vintage has packed its bags and travelled to the Middle Atlas, in Morocco, where a women’s cooperative is giving a new life to the brand’s unsold clothing inventory and fabric scraps by turning them into traditional rugs. These unique ethical creations will also be sold at an exhibition in Paris, in September 2020.

Since its creation in 2005, American Vintage has worked with dozens of manufacturers and hundreds of partners and fabric suppliers. With over 30 clothing collections under its belt, the Marseille-based brand has amassed a considerable stock of materials from past collections, fabric scraps and prototypes – a problem faced by most ready-to-wear companies.

What if these materials could be upcycled and given a second life? That’s what American Vintage has set out to do, and in spring 2020, it began working with a women’s weaving cooperative in the Middle Atlas in Morocco. Their expert hands transform old or leftover fabric into rugs. It’s a sustainable and responsible initiative that shines the light on the ancestral know-how of these artisans so that they can share it with their customers.
“Boucherouite” weaving

Traditionally, “Boucherouite” rugs were made to insulate Berber homes from the cold by knotting worn out or old pieces of fabric together to create richly coloured geometric and abstract patterns. Rediscovered in the West around a decade ago, boucherouite rugs are now all the rage and have become rare gems for antique and bargain hunters, who display them on the floor or on the wall as art pieces. That's why American Vintage has chosen this traditional boucherouite weaving technique used by these Moroccan artisans to create a line of upcycled rugs.