Oricultural: Sustaining Oriental Aesthetics Through Innovation
Brand founder Vicky has been profoundly captivated by the profound cultural heritage and unique artistic charm of Oriental aesthetics,particularly three artistic treasures: embroidery, Gambiered Guangdong Gauze(Xiangyunsha), and Song brocade. Embroidery delineates myriad forms throughmeticulous needlework, Xiangyunsha reveals its distinctive luster through a laborious "triple washing, nine boiling, and eighteen sun-drying" dyeing process, while Song brocade is acclaimed as the "crown of splendid textiles" for its vivid weaving techniques that bring patterns to life.However, these millennium-honed crafts now face existential challenges due to production cycles spanning months or even years, with many artisans struggling to sustain livelihoods through their craftsmanship.
Driven by reverence for traditional techniques, Vicky embarked on a journey of discovery. In Suzhou embroidery workshops, she witnessed elderly masters dedicating half their lives to creating double-sided polychrome embroidery, yet lamenting young generations' reluctance to endure the rigorous apprenticeship. In Shunde, Guangdong, masters of Xiangyunsha's ancient methods stood on the brink of abandoning their craft due to exorbitant costs and niche markets. In Wujiang, Suzhou, Song brocade weavers guarded ancient drawlooms,sighing over the dwindling appreciation for their "inch of brocade, inch of gold" artistry. These experiences crystallized her conviction: innovation is the only path to preservation.
Thus Vicky founded Oricultural, dedicated to integrating embroidery's delicate patterns, Xiangyunsha's unique textures, and Song brocade's opulent motifs into contemporary bag designs. From commuter totes to elegant clutches and stylish crossbody bags, each product harmoniously blends modern silhouettes with artisanal craftsmanship, embodying Oriental aesthetic legacy while meeting contemporary functional demands. Concurrently, she plans educational initiatives to bridge tradition and modern audiences. Guided by the philosophy that TO USE IS TO PRESERVE. Vicky envisions creating new avenues for Oriental aesthetics through deep integration of heritage and modernity - enabling artisans to maintain their craft's integrity while reaping contemporary rewards, and allowing Oriental beauty to radiate anew on the global stage.
Brand Mission
Our mission is to combine ICH elements with Oriental aesthetics, breathing new life into traditional craftsmanship. We recognize that traditional techniques are not just cultural carriers but also the crystallization of artisans' wisdom and dedication. Therefore, we are committed to integrating these valuable cultural heritages with modern design, creating products that embody both classical charm and contemporary aesthetics, ensuring that traditional crafts find their place in today’s world.
Brand Values
Respect and Inheritance: We honor the wisdom and efforts of every ICH artisan, strivingto protect and pass down these precious cultural legacies. We believe that onlythrough genuine understanding and respect for tradition can its essence be conveyed to future generations.
Artisan Spirit: We uphold the spirit of craftsmanship, pursuing excellence in echnique and meticulous attention to detail. Each piece embodies the dedication and wisdom of artisans, reflecting a relentless pursuit of beautyand quality.
Innovation and Development: We continuously innovate by blending traditional techniques with modern design and technology, creating products that maintain classical allure while aligning with contemporary tastes. We believe that only through constant innovation can traditional culture flourish in modern society.
Quality and Excellence: We are committed to outstanding quality, ensuring that every
piece meets the highest artistic and craftsmanship standards. We believe that only high-quality products can truly resonate with people and sustain cultural heritage.
Sharing and Discovery: By sharing the charm of Oriental aesthetics, we inspire a global appreciation for beauty. We believe that aesthetic experiences transcend cultural boundaries, fostering understanding and admiration between different cultures.
Fusion of ICH Elements and Modern Design
We understand that the preservation of ICH crafts relies on their integration into modern life. By combining ICH elements with contemporary design, we not only breathe new vitality into endangered crafts but also
introduce them to a broader audience. Collaborating closely with ICH artisans, we seamlessly blend traditional techniques with modern design, creating products that are both classical and stylish.
Our Path to Practice
Exploring the Essence of Oriental Aesthetics: We delve into the historical roots and artistic characteristics
of ICH culture, distilling the most representative Oriental elements to shine on the global commercial stage.
Innovative Design and Collaboration: We collaborate with renowned designers and ICH artisans to merge traditional elements with modern aesthetics, crafting both decorative and functional lifestyle products.
Expanding Sales Channels:
We enhance online sales platforms, including e-commerce sites and social media,
making it easier for consumers to access and appreciate ICH-inspired products.
Brand Building and Promotion:
Through diverse promotional strategies such as advertising, PR activities, and social media, we increase awareness and appreciation of ICH culture.
Establishing Cultural Exchange Platforms: We have created a space for ICH artisans and enthusiasts to
connect, fostering the sustainable growth of ICH culture.
Oricultural: Preserving Heritage, Empowering Sustainability
At Oricultural, we actively explore the intersection of intangible cultural heritage (ICH) preservation and ESG (Environmental, Social, and Governance) practices, translating social responsibility into tangible actions to build a sustainable brand ecosystem.
ICH Preservation:Safeguarding Cultural Roots
We uphold the transmission of ICH craftsmanship as our core mission. Dedicated funds from our revenue support key projects such as embroidery, Xiangyunsha (Gambiered Guangdong Gauze), and Song brocade, while extending to diverse ICH fields like knot buttons, kingfisher feather art, and lacquerware. Through deep collaborations with ICH inheritors, we produce bespoke documentaries and amplify their stories across digital and physical platforms. These efforts reignite global interest in ancient techniques, successfully inspiring younger generations to join the preservation movement and infusing ICH with renewed vitality.
ESG Practices:Multidimensional Sustainability
Environmental Stewardship：Guided by green principles, our Zero Waste Collection transforms production offcuts
into exquisite accessories, maximizing resource efficiency and minimizing waste.
Social Responsibility：Rooted in Eastern aesthetics, we strive to dismantle cultural barriers, sparking global consumers’ resonance with heritage-inspired beauty and fostering cross-cultural dialogue.
Ethical Governance：A rigorous supply chain and quality control system ensures excellence at every stage—from ethically sourced materials to meticulous
craftsmanship—guaranteeing products that embody artistic mastery and enduring quality.
Inclusive Partnerships: Cultivating a Compassionate Ecosystem
Oricultural prioritizes partnerships with enterprises committed to employing people with disabilities, building a resilient and inclusive supply network. This model not only secures premium materials and efficient production but also creates meaningful opportunities for underrepresented communities, driving social inclusion and proving that business success and societal value can thrive in harmony.
