When one hears the word "Shubinak”, the first question that comes to
mind is "What does it mean?” In Khowar; the language of the high
valleys of Chitral, Pakistan; Shubinak has two meanings. One is to
describe the warping of a loom by women spinners; the other is the word
for spider, nature’s master weaver.
But what is "Shubinak”?
"Shubinak” is also the name of a brand and a social enterpriseise
system specially created with the aim of introducing an array of
products and services; conceived, produced and delivered by a blend of
artisans, designers, and ethical business managers; to the world. This
blend of visionaries comes from the mystical and rugged mountain valleys
of Chitral and the historically and culturally vibrant city of Lahore.
This collaboration is the merging of two unique civilizations living in
distinct geographical locations, speaking different languages, but
connected by the same dream of”Bringing Change”. Shubinak
has created a sustainable supply chain so that artisans of Chitral can
earn a continuous income by receiving work all year round.
Simultaneously, the ancient skills of handloom weaving, hand embroidery,
hand-knitting and crochet, natural dyeing, organic agriculture, honey
cultivation and all other indigenous craft production; which were under
the threat of distinction in Chitral, have slowly been revived. The
age-old and unmatched skills of the Chitrali artisan have been merged
with contemporary designs to create a relevant product which people feel
compelled to buy, purely based on the value and originality of the
product offered; and thus become part of this enterprise system.source
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