MICAELA PAGLAYAN'S CASA ANDINA IN SALENTO
As a barware, lighting and home accessories design company, at Thomas Fuchs Creative we specialize in handmade goods.
Every week, we take you behind the scenes to explore the people, places, and things that inspire us. For the last 15 years, we’ve been secretly vacationing in a small region in southern Italy called Puglia. But, as with all best-kept secrets, the word is out, and now everyone wants to go to Puglia! If you follow my blog, you’ll find plenty of posts on the best eats, places to stay, and spots to dance the summer nights away.
As summer transitions into autumn and winter approaches, we're excited to introduce you to some of the most chic brands spanning from the Andes of Argentina to Puglia. One standout is Warmi, a brand that holds a special place in the heart of our dear friend, Micaela Paglayan. Micaela, the wife of renowned Argentinian chef Donato De Santis, is a quiet yet powerful force. We connected over our shared love of food, laughter, and similar multicultural backgrounds—she’s of Argentine Armenian descent, while my mother is from Beirut, practically making them neighbors. My mother would often recount how my grandfather was fluent in Armenian.
Upon arriving in Puglia, Micaela casually mentioned that she had opened a small store in a nearby quiet town. Amid the flurry of house parties, Ferragosto celebrations, her farm, and real estate renovation projects, pinning her down felt like chasing Ms. Pac-Man. But finally, we scheduled a time to meet at her store.
Micaela’s store is a true lesson in understated chic and sustainability, where she has spotlighted an incredible brand: Warmi. This brand is rooted in cultural heritage, reimagined into contemporary shapes and styles.
Hilandería Warmi is a social enterprise committed to an innovative development model for Argentina’s Puna region, combining cultural heritage with modern administrative techniques. Warmi creates a significant social and economic impact, blending culture and commerce harmoniously.
At the heart of Warmi’s mission is the Warmi Sayajsunqo Association, which translates to "Persistent Women" in Quechua. This association consists of Coya women who work to promote the development of the Puna through training and entrepreneurship. The association connects Warmi with the region, empowering local communities and ensuring their cultural legacy thrives.
Based in Abra Pampa, the heart of Jujuy’s Puna, Warmi represents approximately 90 local communities.
"We are the social commitment that merges two worlds, weaving together history, tradition, and empowerment," states the brand. "We elevate ancestral indigenous weaving techniques to provide a dignified and sustainable life for the hands that craft our products. These hands care for llamas, perform the production process with skill, and add the final expert touches."
Warmi is dedicated to dignifying local work and production, bringing prosperity to the Andean communities. The idea of this spinning mill was born over a century ago to celebrate Puna’s traditions and foster its socioeconomic development.
Between 1922 and 1926, the government of Jujuy shipped machinery from Belgium to the province, but a lack of infrastructure delayed installation for 30 years. Eventually, during the 1950s, a public-private partnership brought these machines to San Salvador de Jujuy, where textile production began. In 1970, the provincial government withdrew from the partnership, transforming the spinning mill into a private enterprise.
Fast forward to 2012, and the mill became Hilandería Warmi—a modern incarnation of the original dream: to promote the socioeconomic development of the Puna.
By 2016, Warmi hit a record production level of 13,500 garments. This accomplishment is a testament to the brand’s collaborative efforts, increasing employment opportunities and raising wool prices to a fair value. Warmi has built a transparent value chain, forming the foundation of its identity—a brand with a deep social commitment.
In 2018, Hilandería Warmi made its first shipment to the United States, marking the beginning of its international expansion. The following year, the spinning mill returned to Abra Pampa—93 years later—reconnecting with its origins in the Puna. In the same year, Warmi achieved B Corporation certification, solidifying its commitment to social and environmental responsibility.
Micaela's store is highly edited and has a range of price points starting at 30 euro on up! Tap all links and photos in this blog that will take you directly to her online store!
Have a great weekend!
Michou
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