SEEKÎNAMOUR: CRAFTING A CULTURAL BRIDGE THROUGH SUSTAINABLE FASHION

Photographer: Chiara Lombardi

Their brainchild, SEEKÎNAMOUR, is more than just a fashion label; it's a testament to the power of cultural fusion and sustainable practices in the modern fashion landscape.

The Bouraya brothers, born and raised in Biella, have leveraged their unique perspective to create a brand that seamlessly blends multiple cultural influences. SEEKÎNAMOUR's aesthetic is characterized by its simple, original, and timeless design, setting it apart in an industry often driven by fleeting trends.

At the core of SEEKÎNAMOUR's ethos is a steadfast commitment to environmental responsibility and ethical production. The brand exclusively uses noble and natural fibers, steering clear of synthetic and polluting materials. This dedication to sustainability extends to their use of recycled wool, silk, cashmere, and cotton, reflecting a deep-seated respect for the earth's resources.

The production process is a celebration of Italian craftsmanship. SEEKÎNAMOUR collaborates with local Biellese and Italian artisans, ensuring that every garment is crafted entirely within Italy. This not only supports local economies but also maintains the high standards of quality associated with Italian fashion.

Model: Gabriela Balocco | Photographer: Simone Oneto

To further their commitment to sustainability, SEEKÎNAMOUR works closely with a team of textile and chemical engineers. These experts provide invaluable guidance in selecting the most suitable fabrics for each garment, with the aim of minimizing environmental impact without compromising on quality or style.

The brand's vision extends beyond mere fashion production. SEEKÎNAMOUR aims to create authentic, efficient, and long-lasting products that resonate with consumers seeking high quality and unique style. The brand doesn't adhere to rigid patterns or trends, instead embracing a fluid approach that draws inspiration from past, present, and future.

SEEKÎNAMOUR's mission began with a small collection of limited-edition products, each piece a testament to the brand's commitment to quality and authenticity. The Bouraya brothers aspire to bridge cultures through their designs, fostering a connection between human beings and nature. By doing so, they hope to restore a sense of value and individuality to each garment, countering the ubiquity of mass-produced fashion.

Photographer: Laura Trenga

The brand name itself is a reflection of this multicultural ethos. "Seekina" is an Arabic compound noun signifying "inner peace," while "Seekin" evokes a sense of continuous research in English. Combined with "Amour," the French word for love, the name encapsulates the brand's philosophy of self-love and universal compassion.

As SEEKÎNAMOUR continues to grow, it remains true to its roots - a team of young, motivated individuals dreaming big and pushing boundaries. The brand's potential seems limitless, driven by a natural passion and an unwavering commitment to quality, sustainability, and cultural harmony.

In an industry often criticized for its environmental impact and cultural insensitivity, SEEKÎNAMOUR stands as a beacon of change. It offers a vision of fashion that is not only stylish and high-quality but also ethically produced and culturally inclusive. For those who wear SEEKÎNAMOUR, it's more than just clothing - it's a statement of values, a celebration of diversity, and a step towards a more sustainable future in fashion.

Check SEEKÎNAMOUR website: seekinamour.com

Photographer: Andrés Altamirano

Photographer: Laura Trenga