About

House of Abrash is a Swedish textile house. We print Persian carpet patterns on things people wear and live with, starting with the least visible garment there is.

It is one person in Stockholm, a factory in China, and a designer turning Persian carpet patterns into files a printer can read.

What this is#

We are building a house of collections, each named for a Persian weaving city, each carrying that city's own visual language. Tabriz first, then Nain, then Shiraz. Kashan, Isfahan, Kerman and Qom are next.

Every pattern we print is prepared as vector artwork by a designer before it goes anywhere near a garment. That work is slow and it is the expensive part, which is the point: a carpet pattern reproduced badly is a novelty print, and there are enough of those.

The first product is a boxer brief in long-staple cotton with a woven jacquard waistband, printed with digital reactive dye rather than sublimation, because the colour should be in the fibre and not sitting on top of it.

The house is new. The craft is not. We are not going to print a founding year on anything, because ours would be 2026 and that is not what we are selling.

Why this garment#

We put the most public art there is on the one thing nobody sees. That is not a joke about underwear. It is the whole idea.

A carpet pattern earns its complexity because it is looked at for a long time — the density, the border, the medallion holding the centre. Almost none of that survives being shrunk onto a printed t-shirt, where a pattern has to shout to register.

On a garment worn against the skin, under everything else, there is no one to shout at. The pattern is there for the person wearing it and for nobody else. It can stay as intricate as it was meant to be.

Worn closest. Seen least.

What we are careful about#

We would rather be short a good story than repeat one. Where the record is thin we say so, and where a claim is trade lore we leave it out.

We also do not use the word authentic about ourselves. We license nothing from anyone's family, we inherited no looms, and the tradition we draw from is in museums rather than in our attic. What we can be is accurate, and that is the standard we would like to be judged on.

Contact#

House of Abrash
Stockholm, Sweden
hello@houseofabrash.com

For press, wholesale or anything that needs a human: the same address reaches one.