Woven with Life: The Story of HAYOT
Translated from Uzbek, HAYOT means life. The brand glorifies life and tries to make it more beautiful, comfortable and brighter. HAYOT's vision is to work with Central Asian artisans who follow centuries-old techniques to create modern designs, ensuring the preservation of Central Asian heritage.
HAYOT was founded and is led by Marina Begman, an award-winning Kazakhstani designer. Marina set out to create modern clothes using traditional practices. The HAYOT brand started out as a home wear brand: it seemed strange to Marina and her team that at home, with loved ones or all alone, people do not allow themselves to look good. That's why HAYOT created a collection of pyjamas and dressing gowns from handmade Uzbek fabrics – with maximum attention to comfort and quality.
Then the team quickly realised the designs began to be worn while traveling, to weddings, or for walks. The decision was made to not to limit themselves to home wear, and to create things for life in all its manifestations – so that anyone, anywhere could wear them.
The quality of fabrics is the brand’s priority in production. HAYOT sews its clothes in Kazakhstan, but all fabrics are produced in Margilan, Uzbekistan. Only natural fabrics are used, mainly handmade – cotton, silk and bakhmal. They are produced using ancient 'ikat' technology. The peculiarity of the technology lies in the dyeing process: the threads of the fabric are dyed long before the craftswomen sit down at the loom.
The entire process consists of more than 35 steps. Before dyeing, the master ties each strand to protect those areas that will not be dyed a certain colour. The threads are pulled into bundles and dipped in dye. In places where there was a screed, the threads remain white. When the dyeing of the threads is completed, they are pulled onto a loom and woven by hand. The fabric is then processed. Thanks to partial dyeing of the threads, the very same ornament is created and recognisable throughout the world.
Rooted in heritage and guided by a commitment to beauty and authenticity, HAYOT is a brand celebrating of life, craftsmanship, and culture. By honouring traditional techniques and adapting them for the modern world, HAYOT continues to weave the stories of Central Asia into every garment, offering timeless pieces that connect the past with the present and allow wearers to express themselves with elegance, meaning, and pride.
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Further Information:
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Image Credits:
All images courtesy of HAYOT