About Dirmug

Heritage & Style

At DirMug, we don’t just sell genuine Ethiopian clothes, We promote our cultural traditions to the world; we don’t just sell fabrics, we sell the feeling of genuine belongingness; we don’t just run an online business, we drive the growth of the community.

A passionate weaver with care and attention to detail shapes, spins and rolls the motionless and delicate cotton into thread passionately. She doesn’t even seem to think about it.

It’s Wisdom. It’s Instinct. It’s Skill. After months of process she sets out to sell the beautifully crafted cultural dress to the locals. We came so far as a culture and now here we are settled in, resting in our familiar ways. But this wasn’t it for our founder, Fryat Yemane.  Something was missing. Their skills are well hidden and represented only locally. Not going beyond didn’t seem fair to her.

Going above and beyond, Fryat started promoting her own culture, the efforts of thousands and the tradition of millions in her own way. Whenever the camera snaps she’s there glowing with her cultural clothing; receiving international awards she’s on stage shining with the fabrics made by the talented hands. But this wasn’t enough either. Understanding connecting those magical weaving hands to the international audience requires more than one person, Fryat founded  DirMug, meaning ‘thread and yarn’ in Amharic.

This is why, at DirMug, we don’t just sell genuine Ethiopian clothes, We promote our cultural traditions to the international community; we don’t just sell fabrics, we sell the feeling of genuine belongingness; we don’t just run an online business, we also drive the growth of the community.

What We Do

Everyday we strive to bring you closer to an authentic Habesha lifestyle. We provide you with high quality, traditional Ethiopian clothes - wherever you are - while paying tribute to the talent of the men and women in the craft.

What We Desire

We desire to become an inspiration for all to wear cultural attire with pride and confidence. We aim to amplify the reach of Ethiopia’s cultural identity to every corner of the world. We intend to influence every runway and leave our mark on every sidewalk.

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