Founded by mother and daughter duo Kim and Dechen Yeshi, Norlha is a luxury fashion brand based in the Tibetan Plateau.
Dedicated to preserving the ancient culture of spinning and weaving, Norlha utilizes ethically sourced wool from Yaks to create various textiles such as scarves, outerwear, blankets, and more.
Setting Mind interviews Kim Yeshi, the president and co-founder of Norlha.
Setting Mind: How did you first get the idea for Norlha?
Kim Yeshi: I was always interested in fibre and wanted to start a project in Tibet, one that would help the younger generation of herders find a way in today’s world. Yak as a fibre intrigued me, and after some research and experimentation, I concluded it was worth developing. Norlha is the result of this.
What is the meaning behind the brand name?
In Tibetan, Nor means wealth and Lha means God. Norlha means Wealth of the gods. Nor is also a way that nomads refer to their yaks, an animal that provides all their needs.
Can you tell us about the importance of Yaks in your business?
Yaks are essential to our business as we use their khullu (soft down that moults yearly and keeps the animals warm in winter) to weave and felt our products. We work vertically, sourcing the best raw material from nomads, then processing the fibre to weave and felt.
How do you create your products?
We use shuttle looms imported from India and Nepal to weave. These were brought in from Europe in the 19th century and were developed in Europe in the 18th century. For felting, we use a combination of modern technology and traditional, local felting skills.
Can you tell us about the nomadic people you employ?
The people we employ are all from Ritoma, the village we are located in. They were all nomads earlier in their lives and most still have members of their family owning and herding animals.
What is Norlha’s approach to ethical fashion and sustainability?
We believe both in giving our clientele the best from the fibre we work with, and each piece is traceable to the raw material, which we source ourselves. We also believe that a high-end product can only be successfully made by artisans who value their job, take pride in their work enjoy what they are doing. For this, they need to be respected and adequately remunerated.
How important do you think it is for a business to have a social impact?
I think it is a question of putting ethics first, of keeping not only the client happy with the product and the company satisfied with the financial outcome but of giving their share to those in between, the people who make the product. It may not be as profitable, but the only way to make a truly high-quality product, as quality is essentially dependent on skill, the driving force behind that special product, which can only be achieved when the artisan is happy. It is a delicate balance to achieve this, and one that takes time and patience, but I do believe that a company can achieve success in that way as there are always people who will embrace that concept and be happy to pay what it costs to have such a product.
What sets Norlha apart from other fashion brands?
There are many types of fashion, some whose aim is to grow fast and give back to their investors and others who seek to earn their name through the exceptional quality of their product. Norlha is more of the latter type.
Where do you hope to see Norlha in the next ten years?
We hope that Norlha will have made a name for itself for delivering a product that is true to its source, transparent, creative and contemporary. Equally important is it is one to have made a difference in the lives of those who make it.
This interview has been edited for length and clarity.
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