Ibulliance: From Djellabas to Denim
Denim is constantly being reimagined, a fabric that adapts to the times while maintaining its classic appeal. Ibu founder Susan Hull Walker returned from a trip wearing a jacket decorated with artisanal textiles—and the team swooned. Her wheels were already turning as to how we could elevate this classic look, combining it with designs by our artisan partners. Marisa and Susan sat down to imagine a new piece, noting that a snappy green and white soutache trim would be a smart contrast to soft, aged denim.
Marisa reached out to Nawal El Hariti in Morocco to collaborate. The deft hands of women in Ourika weave soutache into elaborate, swirling designs. Traditionally adorning djellabas and caftans, this decorative braidwork speaks of centuries-old craftsmanship, a technique passed from one generation to the next. Nawal sourced the jackets and her team set to work on creating and applying the trim.
The resulting design carries the rugged ease of denim softened by the refined elegance of Moroccan soutache. The jacket is transformed into more than just an article of clothing; it is a story of cultural fusion, a testament to how tradition and modernity harmonize.
This is the work that Ibu does so well, honing in on the impressive skills of women artisans and reframing them in designs that resonate with our customers. The ability to share elevated techniques and tell the stories of the women who create the clothing you love is an honor, and creates connections between people across the globe. A denim jacket that can spark conversation about heritage, artistry, and the beauty of blending the old with the new, is just the kind of clothing I want to wear.
With Gratitude,
Lasley Steever
Chief Marketing Officer
