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