This screenshot was taken on the webpage of an online shop, called 'Ethnostalgic', on the popular e-commerce platform Etsy. On this platform, shops from all over the world are given the possibility to sell their products to far away customers and communicate with them. The products on sale on the platform are often handmade or locally made, and these qualities are usually remarked in their descriptions in order to increase their value. With this sale model, Etsy has established itself has a successful platform for the trading of local products. Of course, each reseller tries to build up and convey a certain identity in order to attract more customers and become more recognizable. To do so, several webshops that have their productions centers in Uzbekistan have started to inextricably associate ikat products with Uzbek culture, as if these textiles were solely produced there.