Inspired by Arab culture and storytelling, the brand is aimed at those who take pride in their roots but also at men everywhere who want to wear clothes that say something about their vision of the world, their openness and curiosity. Each collection is the result of in-depth archival research and thematic exploration.

Combining traditional cuts and silhouettes with contemporary fabric and style, the brand believes you don’t have to be binary, you don’t have to pick between the past and the future.

The brand has found support from people who see themselves in its values: Riz Ahmed wore pieces from the 01 collection in British GQ, and collaborated on a custom piece for a gig in London. Mashrou Leila guitarist Firas Abou Fakher wore a custom abaya at a sold out gig in New York. Rapper Narcy wore a one-off gold abaya in a music video from his latest album.


Nour Hage is award-wining Lebanese designer of menswear, womenswear and accessories. She graduated in 2010 from Parsons Paris School of Art and Design (Paris College of Art) with a BFA in Fashion Design. After stints at Elie Saab and Oscar de la Renta, she joined the design team at Damir Doma in Paris. In 2012, she moved to Beirut, where she decided, aged 24, to start her own line. In 2014 she was awarded the prestigious Boghossian Foundation Prize. She regularly collaborates with design schools, other designers in various fields and even startups. She is based in London. 


At this point, we don’t believe anyone should pat themselves on the back for being sustainable. It’s not a branding consideration, it’s a human & environmental reality we should all be engaging in. Especially in the fashion industry, which is the second most polluting in the world. We source all our fabrics responsibly, in many cases from failing factories in Europe where they are destined for landfill. We produce with a workshop in the hills above Beirut where people are treated fairly, payed good wages and work normal hours.