Our Ethos
Redefining Minimalism
The brand is built on the principles of slow fashion and sustainability. We set a contemporary tone to “less is more” by creating statement pieces that are made to be worn with a new take each time, to suit every occasion. Shedding light on the beauty of simplicity with uncompromising quality, our pieces will continue to evolve as you do.
Craftsmanship
Artisanal know-how is at the heart of our brand, all of our pieces exhibit rich craftsmanship.
Damask Silk:
Our prêt-à-porter is made using the finest silk and golden threads. It is woven at the highest level of expertise on hand-operated drawlooms. This generational craft requires an exceptionally skilled artisan to operate the handloom manually without the use of electricity to weave fabric, resulting in a near-zero energy footprint.
The production process of the Damask silk is demanding and time consuming - a single person makes only one meter of fabric a day. Due to its remarkable quality, it is the first and most graceful fabric of the renaissance and today it is known to be luxurious worldwide.
Full of life, our fabrics tell the story of Syrian and Eastern heritage, locking between their threads the mastery of the textile industry.
Mother of Pearl inlay:
Our clutches are also made using an extremely intricate generational craft. Inlaying the mother of pearl into walnut wood requires artisans in different fields, with extensive savoir-faire and over 15 years of practice to bring the pieces to life. Each of our clutches is a work of art on its own epitomizing an abundance of heritage.
From cutting wood to inlaying the carefully shaped and chosen bits of mother of pearl; onto pouring the silver thread with utmost precision just to name a few of the basic steps, the process of creating a single clutch is intensive and takes up to 350 hours.
This craft embodies the creativity, skills and stories of the hardworking artisans, conveying traditions and allowing them to live on.
Bespoke timeless statement pieces
At Joana Hakki, we design with passion, timeless statements that tell a story & that are made to be loved. Our collections are limited and we only produce on-demand.
Natural Materials
We source all our materials from sustainable and eco-friendly natural resources.
Our Damask Silk fabrics are made using 100% natural silk. Damascus has long been known for its silkworm home farming and natural silk production.
Our clutches are made of natural walnut wood and mother of pearl, all of which are sourced locally and ethically.
Joana has always been an admirer of the Earth and all things surrounding its preservation. She believes in our collective social duty to make ethical decisions in respect to our fashion footprint as designers, as well as consumers.
Existing Stocks
Though we follow the path all our materials have taken, ensure their natural base and ethical sourcing; we choose to create our pieces from deadstock. We thereby don’t produce any new materials as we believe there is an existing surplus.
This allows us to give life to fabrics that would have otherwise lost their rich craftsmanship. As well as take the opportunity to craft leftover walnut wood and mother of pearl that are usually used to create Damascene marquetry.
We also use excess chains and semi-precious stones to create our signature belts/ necklaces.
Zero-waste design
As part of our sustainability efforts, we ensure that we follow a zero-waste design method. Pieces are limited and are only produced on-demand. The made-to-order process that we implement allows us to control our supply and leaves no room for material disposal.
Community Support
All of our pieces are hand produced by artisans whom we have a direct relationship with. These skilled experts have lost the opportunity to showcase their artistry and so we take the utmost pride in reviving their mastery of the craft.
Damascus has long been known to be the capital of the hand operated drawloom technique and the cradle of the brocade. It is also the master of the immaculate mother of pearl inlay marquetry. We are therefore happy to advocate the beauty of these crafts to the world. Our aim is to reinforce original, almost extinct, handmade expertise whilst supporting local artisans and boosting the local economy.
At Joana Hakki, we are continuously looking for new methods to develop and grow our vision of sustainability in the fashion industry. We design our pieces to last you a lifetime and hope that you cherish them as much as we do.