Back to Our ROOTS

Back to Our ROOTS

A Journey Through Syunik to Disconnect - and Reconnect.

In a world that often feels chaotic and disconnected, there's a growing recognition of the importance of reconnecting with ourselves and alleviating us from mass consumption. The clamor of modern life, characterized by constant consumerism and fast-paced trends, can leave us feeling hollow and detached from ourselves. We're bombarded by messages urging us to acquire more, to chase the latest styles, and to define ourselves through possessions. However, this pursuit often leads to a shallow existence, devoid of deeper meaning and fulfillment. And, what better way to make a profound shift towards rediscovering the essence of what nourishes our mind, body, and soul than the enchanting landscapes of Syunik province in Armenia. Here, amidst the whispers of history, we find inspiration to strip away the excess and embrace what truly matters


Nature offers a profound sanctuary—a place where one can find solace and renewal and tap into a wellspring of benefits along with a deeper sense of mindfulness. The Syunik Highlands and Mountains embody the spirit of adventure, cultural exploration, and natural beauty. Its mystical caves provide a sense of wonderment. Goris teaches us that abundance is not measured by accumulation, but rather by the richness of experiences and human connection. It’s the ideal backdrop to remind us of our place within a larger, more enduring rhythm of life and the necessity of opting for a more intentional and sustainable lifestyle. Minimalism invites us to declutter our lives physically, emotionally and mentally, creating more room for focus and clarity.

 

'Back to Our Roots' serves as a poignant reminder that conscious consumption isn’t about deprivation, but rather liberation. It's a powerful way to reclaim our agency as consumers.

By aligning shopping habits with core values to support independent [Armenian] designers, we foster a shift towards "slow fashion" that emphasizes quality, craftsmanship, and sustainability. This approach transcends the mass-market churn of trends and disposability, opting instead for pieces that are timeless, thoughtfully made, and imbued with a story. However, this shift not only transforms the fashion landscape but also yields substantial economical, social, cultural and environmental benefits to the country [Armenia] on a global scale.

Beyond the employment opportunities and contribution to the economic dynamism, the success of these brands can bolster the country's fashion industry, encouraging growth and innovation within the sector. By purchasing from independent designers, consumers help sustain jobs in textile manufacturing, artisanal crafts, and other related industries. The rise of independent fashion brands opens numerous doors to opportunities. For aspiring designers, the success of independent brands offers a viable path to entrepreneurship, encouraging more talent to enter the industry. This influx of new designers leads to the establishment of fashion schools, incubators, and mentorship programs, further enriching the industry.

On a broader scale, countries can leverage the success of their independent designers to attract foreign investment, negotiate better trade deals, foster cross-cultural collaborations and boost tourism through events and exhibitions. These opportunities not only strengthen the [Armenian] fashion industry but also contribute to overall economic resilience and diversification.

Intentional shopping propels creative freedom, encouraging designers to push boundaries and set new trends. The proliferation of independent brands also enriches cultural diversity within fashion. Local independent designers like ZGEST, Ruzane, The Muse, 4tyseven and Fem often draw inspiration from their cultural heritage, incorporating traditional techniques and motifs into modern fashion. Iconic fashion brands transition into cultural ambassadors to aid the defining and promoting of national identity, enhancing the country’s [Armenia] image and reputation on a global scale.

As we pay homage to Syunik, an ancient province of the Kingdom of Armenia, its enigmatic ancient caves and breathtaking vistas of the Goris mountains advocate for a more conscious way of living - all the while supporting the advancement of Armenia and its fashion industry. 

As we pay homage to Syunik, an ancient province of the Kingdom of Armenia, its enigmatic ancient caves and breathtaking vistas of the Goris mountains advocate for a more conscious way of living - all the while supporting the advancement of Armenia and its fashion industry.

We invite you to embark on a journey back to our roots – and rediscover the profound joy found in nature, simplicity, tradition and heritage.

Live minimally. Shop intentionally. 

“As a society we are deeply craving authenticity and connection in an increasingly disconnected world consumed by the frivolous. It’s time to look within and align ourselves with enduring values that permeate through all facets of life, including how we shop. Curating a life, and wardrobe, that is grounded in quality over fleeting trends and becomes a cherished piece of story within our lives.”

— POMMIE founder, Gohar Khojabagyan