Combining both language and luxury fashion into one, embodies the brand’s versatility.
The main influence is based on Youssef’s childhood, divided by two places, two periods - Beirut & Hamburg. From the sea to the north.
The main character plays his Grandfather who would come every morning to breakfast in those fluid - silky robes & Kaftans or dressing up in oversized suits for a festive Beirut occasion.
Youssef’s inspiration is particularly drawn from individuals who incarnate the modern man: an elegant individual who is not only a dreamer, but also someone who is brave enough to make their dreams come true and work vigorously in order to keep their dream a reality.
The Brand consists of three main strands: Sustainability, elegance and comfort combined, and finally, elements of the mystic Orient merged with a minimalist aesthetic from futuristic cities to create a new style altogether.
Youssef’s Lebanese heritage and life in Hamburg have undoubtedly shaped his brand into what it is today.