PRIAH, a symbol of timeless elegance and ethical craftsmanship, originates from the rustic landscapes of Boyacá, Colombia.
Established in 2019 with a deep respect for cultural heritage and a commitment to empowering local artisans, PRIAH skillfully blends tradition with innovation in the field of conscious fashion. Situated in the scenic mountains of Boyacá, where simplicity meets luxury, PRIAH was founded to preserve the traditional art of crochet, a skill handed down by generations of skilled female artisans. Aware of the threats this age-old craft faces from industrialization, PRIAH is dedicated to protecting these traditional practices while adopting modern values.
“Our story began with a simple idea: to acknowledge the handwork of female artisans who preserve the art of crochet,” explains Juanita Garcia, PRIAH’s visionary founder. “We believe in the power of traditions, but also in the necessity of innovation that respects our roots.”
In 2021, PRIAH was honored as a finalist in the Fashion Trust Arabia for the guest country, Colombia. Following extensive research, the brand unveiled its first Limited Capsule Collection in Doha, inspired by Qatar and the Arab world, featuring eco-friendly sustainable textiles and natural dyes. PRIAH’s capes represent a fusion of Andean and Arab cultures, merging mountains with dunes to celebrate traditional values.
At its core, PRIAH embraces social entrepreneurship and conscious fashion, creating garments that tell stories of heritage preservation through modern design. Every item is crafted with meticulous attention to detail, reflecting Colombia’s rich textile legacy while promoting sustainable and ethical production. Central to PRIAH’s mission is the empowerment of its artisans. The brand ensures fair wages, promotes a healthy work-life balance, and provides opportunities for skills development for its team of 20 skilled women artisans in Tibasosa, Boyacá. In an area with limited fashion industry opportunities, PRIAH’s studio stands as a symbol of hope and possibility.
“Our love for conscious fashion and social entrepreneurship led us to create carefully sourced garments designed to pay homage to our heritage, empower our artisans, and care for the environment,” says Garcia.
PRIAH’s unmatched craftsmanship features a personal artisanal touch in every stitch, using needle #12 for delicate, intricate crochet work. Beyond crochet, the integration of hand embroidery, sewing, knitting, loom weaving, and natural dyeing enhances each design, marrying tradition with innovation in every piece.
As Juanita Garcia reflects on PRIAH’s journey, she emphasizes the transformative power of purpose-driven entrepreneurship: “PRIAH was born as a therapy to help ourselves to overcome our pain and, in the meantime, to help other women artisans going through their struggles. We needed a reason to keep going, and this project gave us light and purpose.”
At PRIAH, tradition blends with innovation, and craftsmanship fosters empowerment, aligning fashion with purpose. As the brand thrives, it commits to preserving heritage, uplifting artisans, and driving sustainable fashion forward.
For more information, please visit @priah.heritage or contact samar@ladifferencepr.com
