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Blending age-old Indian craftsmanship with a 21st-century aesthetic

While the common perception of embroidery is that it is mostly conducted by Women, in Uttar Pradesh the embroidery is done by men. The knowledge of making passes down from generation to generation, through the centuries.
It takes a young boy nearly fifteen years to become a professional: like a football player or ballet dancer, his childhood is devoted to learning this intricate and ancient craft. Jupe by Jackie’s objective is to support and further nourish the mindful and time-consuming process of hand embroidery and its heritage, particularly in today's world, where quality is often neglected for the sake of quantity.

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