Threads Of Empowerment: How Knitwear Brand Giveh Weaves Heritage Into Modern Style

Born from a love of craftsmanship, culture, and conscious fashion, Giveh is the Vancouver-based knitwear brand redefining slow style. Founded by Parinaz Shahmoradi, Giveh’s collections are designed in Canada and ethically handmade by female artisans in Iran using only natural and recycled fibres. We caught up with Parinaz to learn more about her mission to uplift women, honour tradition, and create timeless pieces with purpose. —Noa Nichol

What inspired you to launch Givéh, and why was it important for you to work specifically with female artisans in Iran?

I’ve always been passionate about creating something meaningful and fun, and Givéh was born out of a desire to blend creativity with purpose. I wanted to make high-quality knitwear that not only looks cool but also supports skilled artisans. The idea came to me when I saw the immense talent in Iran and realized that many artisans, especially women, didn’t have the opportunity to share their craft with a global audience. Givéh became my way of connecting those artisans with the world.

It was important for me to work specifically with female artisans in Iran because I wanted to create job opportunities that empower them financially while allowing them to do what they love. Many of these women possess incredible skills but lack access to sustainable income and global recognition. I aim to showcase their talents to the world, ensuring they receive fair pay and the appreciation they deserve.

The craftsmanship in your knitwear is beautiful and unique. Can you tell us more about the traditional techniques used by the artisans and how they influence your designs?

Our knitwear is made using manual knitting machines operated by skilled female artisans in their homes. Each piece is then carefully hand-sewn, with hand-knit, crochet, and embroidery details added to make the design more unique and fun. These techniques allow us to create high-quality, distinctive pieces that carry the warmth and character of handmade craftsmanship while maintaining a contemporary, timeless, and versatile aesthetic.

How do you balance traditional artistry with modern design aesthetics to create something that feels both timeless and fashion-forward?

I work closely with the artisans to ensure the pieces are practical to create, while adding traditional touches that make them unique. At the same time, I keep the design simple and timeless. I also love playing with colors and the traditional shapes to make the pieces stand out in a fun way.

Ethics and sustainability are at the core of Givéh. How do you ensure your materials and production methods align with your values?

I source yarns from certified yarn manufacturers who ensure sustainable practices from farm to garment. For example, all wool yarns we use are certified by the Responsible Wool Standard (RWS), and the cashmere by the Good Cashmere Standard. By choosing high-quality, responsibly sourced materials and supporting small-scale, handmade production, we’re able to reduce waste, ensure fair wages, and stay true to our values.

The name “Givéh” is powerful and intriguing. What does it mean to you, and how does it reflect the spirit of the brand?

Giveh is the name of the traditional handwoven shoe from Iran, recognized as a symbol of craftsmanship, comfort, and durability. Inspired by its timeless design and the skill of artisans who create it, I launched Givéh to carry forward that same spirit – blending artistry with contemporary knitwear.

You’ve described Givéh as being for those who are “unapologetically themselves.” Who do you envision when you design, and how do you hope your pieces make people feel?

When I design for Givéh, I picture confident, fashion-forward individuals who embrace playful, bold designs with a strong sense of individuality. They enjoy having fun with their style—and their life! 

I want the pieces to feel high-end yet casual and approachable, making them comfortable and effortlessly chic while allowing them to express their unique personality with ease.

What have been some of the biggest challenges—and proudest moments—so far in building a brand that spans continents and cultures?

Some of the biggest challenges have been dealing with shipping logistics and ensuring that inventory arrives on time, especially with the time difference and communication across continents. Getting yarn to Iran and coordinating everything with the artisans has also been tricky at times. Another big challenge is keeping up with the crazy fashion calendar—designing the collection and bringing it to life on time. But every challenge is a learning experience, and one of my proudest moments was seeing the first collection come to life—and the fashion community in Vancouver loving it!

How do you hope Givéh helps shift perceptions about Iranian craftsmanship, culture, and women in the global fashion space?

I hope Givéh helps shine a light on the incredible craftsmanship and talent coming out of Iran, especially from women who are often underrepresented in the global fashion space. By showcasing their skills through our designs, I want to change the perception of Iran and its craftsmanship from something lesser known to something celebrated. Givéh is all about bridging cultures, breaking stereotypes, and showing the world that Iranian artisans—especially women—have so much to offer, both creatively and professionally.

Are there any particular pieces in the current collection that hold a special meaning or story behind them?

One piece that holds a special meaning is the Aftab necklace. ‘Aftab’ means sunshine in Farsi, and the pendant is handmade ceramic with a band made from the same natural cotton yarn used in the traditional Giveh shoes. This piece means so much to me because when you wear it, you’re wearing the sun—symbolizing that no matter how foggy or cloudy life gets, you can carry your own sunshine (a playful one) within. Another favorite is the mini scarves, which have become a best-seller. I used to wear scarves out of necessity in Iran, but now I love the idea of turning that into a fun, stylish accessory that adds a little extra flair to any outfit.

What’s next for Givéh? Are there any upcoming collaborations, new designs, or dreams you’re excited to bring to life?

I’m really excited about the SS25 collection, which dropped on March 25th! It has a lot of fun, fresh pieces that I can’t wait to share. On top of that, I’m planning a pop-up with other local brands for the summer, which will be a great chance to connect with the community. There’s also a virtual pop-up on the Choose app for US customers, with some awesome deals going live on April 10th. 

I’m also working on some new collaborations and expanding the designs to offer more versatility while staying true to the brand’s roots. There’s a lot ahead, and I’m excited to keep pushing boundaries and bringing new ideas to life!

Win! A $258 Cream Vesty Vest From Giveh!

Congrats Bassima N. of Hamilton, ON, who will receive a $258 Cream Vesty Vest from Giveh! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.