In Bhutan’s rich tapestry of tradition, where weaving is both an art and a way of life, one initiative is reimagining how heritage, community, and ecology can flourish together. AMA by Deki Natural Dyes, founded in 2008, is more than a textile brand. It is a movement that embodies regeneration in its truest sense: restoring culture, empowering people, and healing the planet.
At its core, AMA is proof that innovation need not erase tradition; instead, when woven thoughtfully together, the two can create cycles of renewal that last for generations.
For founder Tshering Choden, AMA carries a deeply personal resonance. ‘AMA’ is a tribute to mothers everywhere, and to loved ones lost, whose memory inspires us to create beauty with purpose,” she reflects. Rooted in the timeless craft of Bhutanese handwoven textiles, AMA is not only about fabrics and dyes—it represents love for nature, respect for women artisans, and compassion for children who have lost parents.
Unlike many initiatives that aim merely to preserve traditions, AMA’s mission is regenerative: actively revitalizing, improving, and adapting Bhutan’s textile heritage to contemporary challenges. By protecting centuries-old weaving and dyeing techniques, while integrating scientific innovation and sustainability, AMA ensures that heritage is not frozen in time but grows stronger with every generation.
The use of natural dyes, extracted from plants and vegetable waste, lies at the heart of this approach. These dyes are renewable, biodegradable, and environmentally safe—offering a striking contrast to the synthetic dyes that dominate global fashion, which are notorious for pollution and toxic waste. By championing natural dyes, AMA not only safeguards the environment but also repositions traditional practices as solutions to modern crises.
The impact of AMA extends far beyond environmental restoration. By training and employing women artisans, the initiative provides livelihoods, builds confidence, and strengthens communities. “Our traditions are our identity,” Tshering emphasizes. “By passing these skills to the next generation, we ensure that the cultural fabric of Bhutan remains vibrant and relevant.”
This deliberate transmission of knowledge goes far beyond simple skill-sharing. It is a profound act of cultural regeneration. The organization’s commitment to supporting orphaned children extends this regenerative vision into the humanitarian sphere, creating a tangible cycle of care and empowerment. By providing mentorship, training, and opportunities for these children, AMA not only nurtures individual potential but also strengthens the social fabric, fostering communities that are more inclusive, compassionate, and resilient.
AMA exemplifies circular economy principles, where production minimizes waste, optimizes resources, and supports ecological health. Through zero-waste textiles and sustainable sourcing, weaving becomes an act of restoration, not just creation. Moving beyond conventional sustainability, AMA fosters a regenerative mindset—restoring soils, enhancing biodiversity, and reducing pollution—showing that traditional craft can unite economic activity with environmental and cultural renewal.
What makes AMA stand out is its ability to blend tradition with innovation. Efforts to refine dye extraction methods and introduce natural dyes to international markets highlight Bhutan’s potential role in shaping the future of regenerative fashion.
Globally, the fashion industry is grappling with sustainability challenges. AMA’s model demonstrates how small but visionary initiatives can inspire systemic change—showing that textiles can be produced in ways that restore rather than exploit the environment.
Looking ahead, AMA envisions Bhutan as a leader in sustainable and regenerative fashion. The goal is to nurture a community of green entrepreneurs—particularly women—who drive ecological resilience and social wellbeing through enterprise. This aligns Bhutan’s cultural heritage with global sustainability goals, demonstrating how tradition can become a foundation for future innovation.
AMA’s work illustrates that regenerative development is not a distant ideal. It is happening here and now—woven into every fabric, every dye, and every story that passes from artisan to customer.
AMA by Deki Natural Dyes transcends the typical role of a textile producer. It embodies regeneration, where cultural preservation, ecological stewardship, and community empowerment converge in a self-sustaining cycle. Each handwoven textile, naturally dyed fabric, and skill passed to a new generation is an act of restoration—reviving traditions, replenishing the environment, and strengthening communities.
By blending tradition with innovation, AMA shows that sustainable development goes beyond reducing harm—it actively nurtures and regenerates cultural, social, and ecological systems. The initiative offers a blueprint for how cultural industries can drive positive change, inspire global regenerative practices, and ensure the legacy of craftsmanship endures for generations.
Sherab Dorji from Thimphu
