A richly decorated Ait Sgougou rug from the western Middle Atlas, 1950-60s, with unbridled variety in the playful overall geometry. It is characterized by a lively geometric pattern, interspersed with black and ivory motifs that become more spirited towards the upper part of the field. The faded warm magenta in the background softens the rather eccentric composition and adds a harmonious touch to the overall look. Older Berber rugs with free-spirited interpretations of the traditional pattern repertoire are increasingly rare to find.

The AIT SGOUGOU are a small tribe (divided into six subtribes) in the western Middle Atlas, bordering the Zemmour in the west, the Gerouan in the north, the Beni Mguild in the east and the Zayane in the south. Their tribal territory is long and narrow with the town of Oulmes in the northwest and Mrirt in the southeast. The women of the Ait Sgougou tribe were already making carpets as a source of income in the 1920s (noted by Prosper Ricard). Their pattern repertoire was sometimes influenced by the Zayan, but they were also known for the monochrome, mostly red and orange pile rugs with an abrash in the open field. The warp is usually made of red wool, sometimes black and more rarely dark blue warp threads. In the early 1990s, the monochromatic red carpets with striking color variation were produced in large quantities due to high demand on the market. Ait Sgougou rugs were also searched after for their minimalist abstract compositions, which were produced in small quantities for personal use.