In 1972, Abdelilah, the founder, entered the world in a modest slum village near Taza’s train station, situated in the Atlas Mountains of Morocco. This unassuming backdrop would ignite the spark for his extraordinary journey, demonstrating the transformative potential of humble beginnings.
In 1973, he embarked on a life-changing journey to Rotterdam, the Netherlands, with his mother, seeking a better life and fulfilling his father’s European Dream. Growing up in the 1970s as a Generation X kid, he displayed a unique and creative spirit from an early age, marking the beginning of a lifelong passion for visual expression and design.
In 1973, he embarked on a life-changing journey to Rotterdam, the Netherlands, with his mother, seeking a better life and fulfilling his father’s European Dream. Growing up in the 1970s as a Generation X kid, he displayed a unique and creative spirit from an early age, marking the beginning of a lifelong passion for visual expression and design.
Inspired by the movement in New York and iconic figures like Karl Kani, and influenced by the music of the 80s, including hip-hop legends like Big Daddy Kane, LL Cool J, Run-DMC, KRS-One, MC Lyte, and Public Enemy, he found his calling in the world of fashion. This fusion of underground music with design marked the foundation of his creative journey. His childhood on ‘Oranjeboom’ street in Rotterdam was marked by witnessing bullying and racism, prevalent in the 1980s, further fueling his determination to challenge stereotypes and promote unity through his work.
A pivotal moment came when he had the opportunity to design clothing for the groundbreaking R&B group KéShaw, Europe’s first R&B act signed to Motown Records, cementing his presence in the fashion and design industry. It’s been a privilege working with Fab Morvan of Milli Vanilli fame; he’s not just an artist but a dear friend. A real milestone was when his new single, released on his own label ‘STRANGERS IN PARADISE RECORDINGS’, premiered on the Oprah Winfrey Show.
His journey then led him to digital design and community building, including his pivotal role as a co-founder of “maghreb.nl,” amplifying the voices of the Moroccan immigrant community in the Netherlands and challenging stereotypes, earning recognition from The New York Times. Inspired by the Dutch tradition of ‘Queensday’ and the iconic ‘KINGDOM OF COLORS’ shirt, he bridged cultures, selling out a limited edition within a week.
Amid challenges, a return to his roots, and Gwendoline, his beloved wife, plays a unique role in our brand’s heritage, standing alongside his daughters, including Amelia from a previous marriage, and Jemâa. Maintaining a strong connection with his former wife to keep both daughters united, this unity is the cornerstone of our brand, a commitment to purposeful fashion, transcending borders to create a more inclusive world.
Abdelilah, the eldest in the family, hails from a diverse group of siblings. His sister, Laila, is a celebrated fashion designer based in Dubai, known for her unique designs that seamlessly blend Western simplicity with the vibrant colors of the Arab world, embodying both quality and luxury. Notably, her clientele includes social media sensation and television host Lojain Omran, and the renowned Algerian-Palestinian actress, Nesreen AbdElrhman Tafesh.
The family is a testament to creativity and talent, making Abdelilah proud to be part of this accomplished and diverse group of siblings.