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limala offers handmade rugs from villages in the atlas mountains fabricated by small family businesses. however – and most importantly – limala is much more than a consumer-focused brand.

limala is rooted in cultural storytelling. based in berlin, yet deeply connected to their moroccan heritage, the husband-and-wife-duo samira mahboub and zaid charkaoui started the project with the desire to share their understanding of morocco with the world and to traverse the journey of coming home. understanding the responsibility that comes along with engaging with moroccan artisans, limala’s core mission is to have a mutually uplifting work relationship with the artisans and finding ways to deconstruct the postcolonial economic dependency of these rural communities.

limala means ‘why not’ in classic arabic. asking ‘why not’ inherently calls into question ideas or things that we might have taken for granted. asking ‘why not’ feels powerful and liberating. asking ‘why not’ raises important questions that can guide us through our mission. why not celebrate moroccan artisanship? why not celebrate the beauty of slow manual labour? why not celebrate other cultures and traditions? so let us ask you… why not join samira and zaid in their pursuit to build an inclusive, mindful and conscious community that tells ancient stories and safeguards old traces from cultures that should never be forgotten?

location - morocco
materials - sheep's wool
craft - traditional rug weaving




"we reject the neo-colonial word berber and reclaim the indigenous name amazigh (free human)"


celebrating traditional crafts


"an amazigh rug is more than a rug. it tells ancient stories, it is symbolic, it holds traces from cultures that should never be forgotten. "


the material is then washed & spun to have a consistent and resistant thread to be able to weave with. next, the wool is dyed with natural & environmentally safe dyes.

the first step of weaving these beautiful rugs happens in the summertime, when sheep are ready to take off their winter's fur. the weavers go to the altas mountains to collect the sheep's wool.


lastly the weaving process beginns. hand-loomed rugs are woven on fixed or revolving frames. the warp threads are stretched vertically and form the spine or structure of the textile. the weft threads are passed over and under, or in and out of the warp horizontally to create a pattern. depending on the size and technique a rug weaving process can last months to complete.(x)

discover our limala collection

more about the material sheep's wool  & how to take care of their products.

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all pictures in this article were taken from limala's official website & instagram. illustrations made by yvonne rausch.

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