Tira: The Language of Symbols, Rewritten

Tira, ⵜⵉⵔⴰ, takes its name from the Amazigh word for “the written.” Inspired by the spirit of ancient Tifinagh script, the collection explores how a mark becomes a story, translating a visual language into tactile, modern architecture for the home.


For generations, Amazigh women have woven memory, identity, and personal expression into textiles. Passed from hand to hand, this practice gives form to lived experience through motifs, texture, and color. Tira continues that conversation, drawing on the expressive power of symbols to create a new language in wool.

Across the collection, recessed shapes, carved lines, and contrasting textures give each mark dimension. Plush surfaces meet lower fields, creating depth and space around the designs. An earthy palette drawn from Morocco’s landscapes brings warmth to these architectural forms, allowing texture and proportion to guide the eye.


The loom becomes a place of inscription, with each mark taking shape through the weaver’s hands.

Handwoven in the Middle Atlas village of Beni M’rirt by artisans led by Soukina, Tira continues her late mother’s legacy of excellence in dense medium to high knot techniques. Made from 100% live wool and dyed with natural ingredients by a third-generation family, each rug carries rich color and a plush texture.


That continuity of knowledge is central to the collection. The stories behind Tira take shape through the skill, judgment, and care of the women who weave each piece, connecting contemporary design to an enduring practice.

Explore the designs and the ideas that give each one its name.

Origin

Origin considers the first mark: the beginning of a story and the traditions that grow from it. Symbols representing water and life take shape through sculptural forms and contrasting textures, reflecting the connection between nature, creation, and the traditions carried forward through generations.


Kin

Kin speaks to connection: between generations, between artisan and loom, between the individual and those who came before. Rooted in symbols of family and fertility, it is an expression of belonging, honoring the relationships through which life, knowledge, and tradition are carried forward.


Glyph

Glyph explores the power of a single mark to carry meaning. Inspired by the presence of a written or carved character, it translates the gesture of inscription into sculptural form, inviting the eye to read the surface as the hand discovers it.

Guardian

Guardian reflects the wish to shelter what we hold close. Rooted in the chevron, a symbol of protection against the evil eye in Amazigh tradition, it gives that sentiment a grounding presence through sculptural texture and a quiet sense of strength.

Root

Root speaks to the places and traditions that shape us. Rooted in the ladder and tree of life, symbols of growth and continuity in Amazigh tradition, it honors the knowledge passed through generations of women at the loom and the enduring connection to place woven into each piece.


Current

Current speaks to water as a source of life, tracing its movement and the renewal it brings. Its sense of flow connects the collection to the rhythms of the natural world and the landscapes water sustains.


Together, these designs explore beginnings, belonging, expression, protection, continuity, and life. Each carries its own story within a shared language of form and texture. Tira brings that language into the home: architectural, tactile, and unmistakably Moroccan.

A new language, written in wool.