By Cristina Rivas - Translated by Ángela Suárez
In the midst of the rise of sustainable fashion in Latin America, a practice has emerged that threatens to devalue textile traditions: “artesanal washing". This phenomenon occurs when companies adopt an artisanal aesthetic in their products or campaigns without respecting or genuinely engaging with the communities where these ancestral techniques originated from.. The result is a form of symbolic appropriation that strips the cultural work behind each garment of its meaning.
A recent report by France 24 documents this issue and highlights the efforts of brands seeking to change the narrative. Armadillo Stores, in Ecuador, rescues endangered textile knowledge through direct collaboration with Indigenous communities. Their approach is not merely aesthetic, it is also deeply ethical: they highlight the role of women artisans, ensure the intergenerational transmission of these techniques, and guarantee fair compensation. A concrete example is their "Raíces" collection, created along with weavers from the Otavalo community, where each garment includes a tag with the artisan’s name and the technique used.
Another inspiring example is the cooperative Women Who Weave, founded in 1992 in Teotitlán del Valle, Oaxaca, Mexico. Composed of Zapotec women, this initiative emerged in response to the need for economic independence and cultural preservation. Despite facing barriers such as language, lack of resources, and sexism, they managed to become legally established and obtain loans to acquire their looms. Today, their rugs and textiles, which reflect each artisan’s worldview and emotions, are sold in Mexico and abroad, strengthening their community and cultural legacy.
What do brands contribute?
Some platforms and events spotlight those who work with respect and integrity. One of them Universo MOLA, a Latin American initiative that promotes sustainable fashion through an educational, cultural, and territorial lens. Its main event, MOLA Fashion Week 2025, was held in Bogotá at the School of Business Administration (EAN). There, designers and brands not only showcased purpose-driven fashion proposals but also built meaningful connections with territories, communities, and their ancestral knowledge.
In contrast to the superficial use of the “artisanal” label, Universo MOLA brings together brands committed to the cultural roots of their processes. Some of these include:
- Alkimia Textil (Argentina), which works with natural dyeing and botanical printing.
- Arami (Argentina), which merges contemporary design with traditional crafts.
- Tejedoras del Sol (Colombia), focused on handweaving techniques with local identity.
- Escobar Zuluaga (Colombia) specializes in artisanal embroidery for fashion and home decor.
These initiatives not only create purpose-driven fashion but also build meaningful connections with territories and their knowledge. Preserving cultural authenticity in fashion is not just an aesthetic choice; it is an act of justice and memory.
In a market increasingly interested in what is“sustainable”, it is vital for consumers and brands to distinguish between the genuine and the opportunistic. Conscious support for projects that are truly connected to their roots can make the difference between the extinction and revitalization of living heritage.
Sources:
Reportaje de France 24 sobre: “La tradición textil latinoamericana frente al ‘artesanal washing’: una lucha por la autenticidad: https://www.youtube.com/watch?v=sYVBdycRaac
https://www.mexicodesconocido.com.mx/mujeres-que-tejen-una-poderosa-cooperativa-femenina.html
