jYANN, a high-end fashion brand established in 2019 in Marrakech, focuses on designing and producing exquisite hats and bags crafted by master artisans using traditional felting techniques. With a strong commitment to sustainability, the brand not only creates exceptional accessories but also brings endangered craftsmanship back to life. Let’s explore how jYANN aligns its sustainable practices with the United Nations Sustainable Development Goals (SDGs) for 2030.
Social Responsibility and Artisan Empowerment (SDG 8: Decent Work and Economic Growth): jYANN is deeply committed to the well-being and empowerment of its master artisans and everyone involved in the supply chain. By supporting and preserving the traditional felting technique, jYANN ensures that these artisans can continue practicing their craftsmanship, passing down their knowledge to future generations. The brand’s dedication to their work creates sustainable job opportunities, contributing to decent work and economic growth in the region.
Innovation in Craftsmanship Techniques (SDG 9: Industry, Innovation, and Infrastructure): jYANN stands out by reimagining and modernizing traditional felting techniques. By embracing innovation, the brand enhances the efficiency and quality of their products while preserving the essence of this age-old craftsmanship. Through research, experimentation, and collaboration, jYANN contributes to the advancement of sustainable practices within the fashion industry, supporting SDG 9.
Sustainable Materials and Eco-friendly Practices (SDG 12: Responsible Consumption and Production): To create their hats, bags, and interior design products, jYANN sources wool directly from sheep raisers in the High Atlas Mountains. These sheep need to shed their extra wool due to the hot weather, providing jYANN with a sustainable supply. The brand adopts an organic and chemical-free process to clean the wool, following ancient techniques. Additionally, jYANN utilizes recycled salt obtained from the byproducts of olive oil production, promoting circular economy principles and responsible consumption.
jYANN exemplifies sustainable craftsmanship by intertwining the principles of social responsibility, eco-friendly practices, and education. By aligning its practices with the United Nations Sustainable Development Goals, jYANN contributes to a more sustainable future. The brand’s dedication to heritage revival and sustainable production processes serves as an inspiration for the fashion industry and showcases the harmonious coexistence of creativity, tradition, and sustainability.