Jihane and Matteo of Casa Amar, a vivacious Milan-based brand offering unique rugs and accessories handmade by skilled artisans, infuse their Italian-Moroccan love story into each and every facet of their momentous endeavor. With sustainability and collaboration at the heart of all they do, the visionaries share here with Whitewall their mission to build global relationships, Milan Design Week debuts, and where to find the best saffron risotto in the city.
Portrait of Jihane and Matteo; courtesy of Casa Amar.
WHITEWALL: Casa Amar features textiles and rugs from Morocco. By selling these items in Milan, how do you hope to continue the craftsmanship in Morocco?
CASA AMAR: We are the first shop specializing in Moroccan rugs and textiles in Milan. Since the beginning, in 2022, one of our main goals was to not just “sell” rugs but to share and honor the culture of the people who have been creating them for centuries. Each rug is the result of a collective effort: from the shepherd taking care of his sheep and the experts handling the process of carding, spinning and coloring the wool, to the women working long hours on the loom…We source our rugs directly from the community that creates them, so we get to know them on a deep level and build relationships together.
When our clients discover the stories behind every piece, they fall in love with them and understand the value of choosing authentic handmade rugs over industrial copies. We believe that knowing more about the objects that surround us not only makes those objects special to us but is essential for craftsmanship to thrive.
“Knowing more about the objects that surround us not only makes those objects special to us but is essential for craftsmanship to thrive,” — Casa Amar
WW: For Milan Design Week, the store is presenting the “Tra le Righe” (“Between the lines”) collection. Can you tell us more about this, imagined with Sabina Maffei Plozner and realized by Cooperativa Alice?
CA: This collection embodies perfectly what Casa Amar stands for: a bridge between our two home countries, Italy and Morocco. Each pillow was made from two fabrics sewn together: one side crafted from handmade Moroccan vintage blankets, and the other side made of high-quality deadstock fabric sourced in Milano. Sabina Maffei Plozner, a brilliant interior stylist and color expert, worked closely with us to ensure a harmonious union of Moroccan and Italian fabrics. And because we wanted every detail to be meaningful, we chose to work with Cooperativa Alice, which has been doing an incredible job for the past 30 years with inmates and ex-inmates in the area. Every pillow was sewn and hand-embroidered in Milano by inmates included in a long-term rehabilitation program.
The words Sabina and us chose to have embroidered on each pillow come from dozens of different languages and hold meanings that are impossible to translate into just one word in Italian. For example, Tiam is a Farsi word used to describe “the twinkle in your eye when you first meet someone.” The name of the collection is our homage to those who can read “Tra le righe” —between the lines—and are able to understand the layers of meaning behind what’s apparent.
WW: This week, Casa Amar is also debuting “Casa Denim”—a limited-edition collection co-created with expert artisans from Azilal, in the Middle Atlas. Can you tell us about this?
CA: Casa Denim first seemed like a crazy idea! Rugs made with second-hand denim pants? We spent so many hours sourcing the denim in huge, chaotic second-hand markets all around Morocco. But it was worth it. Casa Denim is our concrete solution to an increasingly pressing issue: textile waste. Each year, 92 million tons of clothing end up in landfills. The fashion industry simply produces way more clothing than we can ever wear. Well, we believe that rugs are an amazing, no-waste way to upcycle that clothing and create beautiful, useful objects.
Moroccan women have been recycling fabric since the 50’s through Boucherouite rugs so the artisans whom we work with in Azilal were immediately on board when we shared our dream! Since Casa Denim unites fashion and design, we added a capsule collection of slippers made with recycled denim and handmade by the best artisans in Marrakech. We had a lot of fun with this collection, and we think the result is super cool and stylish!
Where to Shop, Dine, and Explore Art in Milan
WW: Where do you like to shop when you’re not at your own?
CA: We love to shop at Endelea, a brand that sells the most colorful clothing ethically made in Tanzania. Artknit makes long-lasting clothing honoring Italian craftsmanship and natural fibers.
And we are big fans of the “Mercato dei Navigli”: On the last Sunday of every month, the Naviglio Grande—the oldest canal in Milan—is transformed into a huge outdoor flea market. It’s a staple in Milan, and you can find everything from vintage furniture to paintings, clothing, porcelain, glassware, paintings, jewelry, books, etc.
WW: Any favorite bars or restaurants? Museums or galleries?
CA: Milan has a lot to offer culturally! We recommend Moiré Gallery in Brera: in the heart of one of the most beautiful districts, it’s an art gallery and a concept store with a special selection of fashion and design. The owner is a passionate woman who always makes sure anyone who visits has the best experience.
We also keep coming back to the Mudec, a museum that showcases cultures from all over the world in an interesting, inspiring way.
As far as restaurants are concerned, we can’t choose between Moroccan food or Italian food, so we’ll give you recommendations for both! Riad Majorelle offers Moroccan cuisine with a twist and has a very cute décor whereas La Maison Touareg has delicious traditional Moroccan cuisine.
Our favorite pizzeria in our neighborhood—the Naviglio area—is Segreti di Pulcinella: you can never be disappointed with an authentic Napolitan pizza. And if you’re looking for typical Milanese cuisine, go to Damn Atrà, in the same neighborhood. Their saffron risotto is exquisite!
WW: What are you looking forward to seeing/doing in Milan during Salone del Mobile?
CA: When you work in the field and have your own showroom, you end up being very busy during that time and missing out on so much of the Design Week! This year, we are committed to spending some time outside our showroom too. We hope it will stimulate us and nourish our creativity.
Top 5 Milan Tips, According to Casa Amar
1. Casa Denim Debuts in Milan
Casa Denim, published by Casa Amar.
A limited edition, original and bold collection, which combines quality, ethics and style. Created with love to give new life to one of the most polluting fabrics in the fashion industry, denim. Every rug, every pillow and every slipper has been expertly crafted by Moroccan artisans. — Source
2. Indulge in Ethical Fashion with Endelea
Published by Endelea, Milan.
Endelea is an ethical fashion brand. We believe in creativity, connections, and empowerment. That’s why our creations are designed in Italy and handmade in Tanzania, where we invest part of our revenues in sponsoring educational programs, sharing skills and knowledge with passionate design students. — Source
3. Discover Singular Treasures at Moiré Gallery Milano
Set of 2 Sicilian Ancient Vases; published by Moiré Gallery, Milan.
Art gallery and concept store, Moiré Gallery Milano is located in Via Borgonuovo 5, one of the most beautiful historic and stately streets in Milan, straddling the Quadrilatero della moda and the Brera district, in the heart of art, design and luxury shopping. — Source
4. Explore the Global Artistic Language of Mudec Museum
Published by Mudec Museum, Milan.
Mudec preserves and exhibits the ethno-anthropological heritage of the Milan City Council collections, organises international shows and exhibitions interpreted through different artistic languages, and proposes a programme of events and initiatives in dialogue with the territory. The museum is a centre dedicated to the interdisciplinary study of world cultures. Based on ethnographic collections and in collaboration with diasporic and international communities, it acts as a space for reflection on contemporary issues through visual, performing and sound arts, design and costume. — Source
5. Dinner at Damn Atrà
Published by Damn Atrà, Milan.
In an intimate, vintage-inspired setting Damn Atrà offers traditional Milanese cuisine surrounded by tender artworks and a sea of shimmering lights. Fresh standouts including the Country Salad with goat cheese and walnuts, the ravioli stuffed with ricotta and spinach, and the pumpkin-filled tortelli with butter sage, make way for the hearty, milanese veal cutlet and classic meatballs. Profiteroles with whipped cream and shortcut pastry with pears for dessert are sure to send you soaring into the starlit Italian night.
