Nestled in the picturesque mountains of Boyacá, where simplicity defines luxury, PRIAH’s journey began with a vision to honor the intricate art of crochet, a craft passed down through generations of skilled female artisans.
Born in 2019 from a profound reverence for heritage, PRIAH is committed to safeguarding tradition while embracing progressive values, seamlessly blending the craftsmanship of the past with a modern vision of conscious fashion that respects its roots.
Each piece emerges from the rustic landscapes of the Andes and is meticulously created, paying homage to Colombia’s rich textile heritage while championing sustainability and ethical production practices. The brand’s commitment to empowering craftswomen and preserving their environment is essential to creating carefully sourced garments designed to elevate local traditions worldwide.
PRIAH brings together a team of 20 talented women artisans in Tibasosa, Boyacá. In a region where employment opportunities in fashion are scarce, PRIAH’s atelier serves as a beacon of hope and opportunity. By providing fair wages, fostering a healthy work-life balance, and offering opportunities for skill development, the brand celebrates the work of its community while preserving the art of crochet.
With the artisans’ unique touch, each item becomes a personal signature woven into every stitch. The craftsmanship is unparalleled. Using needle 12—the second smallest in crochet—PRIAH artisans produce lightweight, intricate designs that bring traditional techniques to life. Beyond crochet, PRIAH incorporates complementary techniques such as hand-embroidery, hand-sewing, hand-knitting, hand-loom weaving, and natural dyeing, elevating each design into a true expression of tradition and innovation.
Juanita García is a self-taught fashion designer with a deep passion for development and social entrepreneurship. She created PRIAH to honor and uplift her female family lineage, inspired by her 85-year-old grandmother, who asked for help to sell her traditional crocheted pieces, and her mother, for whom sewing became a source of comfort during a challenging time. PRIAH emerged as a response to support them both, marking a turning point in their lives,while empowering other talented women to believe in themselves.
It is no surprise that Juanita was selected as a finalist for the prestigious Fashion Trust Arabia when Colombia was the guest country at the 2021 edition. Juanita has since collaborated on various events across the Middle East and launched a capsule collection highlighting garments that reflect the universality of both Andean and Arab cultures, crafted from the finest materials such as cashmere and silk.
As Juanita expressed: “PRIAH was born as a therapy to help us overcome our pain and, in the meantime, to help other women artisans going through their own struggles. We needed a reason to keep going, and this project gave us light and purpose.”
Leave a Reply