Residents of Ecuador's most famous market town proudly retain many of their old customs, including their manner of dress. The women wear embroidered white blouses, blue wraparound skirts, black or blue head cloths, and row upon row of beaded gold necklaces. Though many younger men now sport Western attire, in the nearby villages some still wear the traditional calf-length white pants, white shirt, and dark blue poncho, with a beige felt hat over long braided hair.


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