Doum was founded by mother-daughter duo Samira Madrane and Yasmine Erguibi in 2017.
Samira and Yasmine Erguibi are the Moroccan mother-daughter duo who have made it their mission to make a positive impact in fashion. The designers are playing an active role in promoting sustainability and ethical practices with their accessories label, Doum.
Each design in their bag line is handmade by underprivileged women. The totes, clutches and pouches support fair trade and sustainable practices to preserve local artisanal traditions and invite local women from rural areas around Marrakech to provide for their families via the production of the bags, according to the label’s manifesto.
The brand takes its name from the Moroccan palm leaf, which is collected, pruned and then woven by the artisans. “It is a nod to our culture, heritage and craftsmanship,” explained Yasmine of the decision to name the label Doum.
Today, Doum operates its own cooperative in Morocco, Doum For Women, which currently employs 235 women artisans.
Doum For Women is the first basketry cooperative in Morocco to have obtained SEDEX certification, meaning that the organization ticks all of the boxes of ethical business practices.
source/content: arabnews.com
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