Embroidery, military heritage and ethical renewal: when LO NEEL reinvents the uniform

In the collective imagination, embroidery often evokes delicacy, ornamentation, and sometimes artisanal tradition. However, its history is also closely linked to a completely different sphere: that of the military. For centuries, embroidery has been an integral part of parade uniforms, officers' braids, and hand-embroidered badges, often made with cannetille. These gold or silver metallic threads were used to signal rank, strength, and honor.

From hierarchy to harmony

In this military tradition, embroidery was a visual code of power and hierarchy. It served to mark distinctions, to create an aesthetic of rigor and authority. But at LO NEEL , this language is diverted. The ornament is no longer at the service of a system of domination, but becomes the symbol of an inner, gentle and universal commitment .

By reinterpreting these ancestral techniques, such as Cannetille embroidery, LO NEEL offers a resolutely modern and committed vision. Each stitch sewn by hand in their certified Indian workshops tells a story of respect — for life, for artisans, for traditions.

The peacock as a new emblem

On iconic pieces like the Fiby Green shirt , LO NEEL replaces military insignia with the peacock, its totem animal. Hand-embroidered in gold thread using traditional techniques, it becomes the symbol of a reinvented power : elegant, free, luminous. It is no longer a medal for having fought, but an embroidery to honor nature, femininity, and consciousness.

A "uniform" for the future

Inspired by the codes of the uniform—structured cut, precision of detail, refinement of thread—LO NEEL creates a new form of uniform , halfway between couture and manifesto. A uniform not for waging war, but for defending values: slowness, sustainability, care, committed beauty . Each embroidery becomes an act of militancy, a gentle way of saying: “I stand tall, at peace with my choices.”

Embroider the commitment

By subverting the historical codes of military embroidery, LO NEEL shows us that we can inherit without reproducing, be inspired without dominating. The golden thread is no longer that of rank, but that of grace . This is how the brand transforms the warrior aesthetic into a hand-sewn language of peace.