Despite the rise of fast fashion and luxury brands, Mohamed Youss chooses to create sustainable vintage items that do not harm the environment, are healthier for humans, and save animal lives.
The young sustainable fashion designer was born in Taroudant, a market town in the Sous Valley that is also known as the little Marrakech.
In a conversation with Morocco World News, Mohamed said that he draws inspiration from his hometown.
He created a sustainable fashion clothing brand because of the valuable insight he has gleaned from his surroundings, including coffee sellers in the markets, vintage items, souks, and Morocco rugs.
Mohamed has been working in the sustainable fashion industry for three years now, and he owns two businesses.
Falling in Love With Fashion Design
His interest in fashion and design is part of his genetic makeup. At the tannery, leather is cleansed, bleached, and turned into beautiful bags.
His father taught him how to make bags with intricate details.
He developed a passion for fashion because of his exposure to creativity and design. A brand called “Anouris Original” was established by Mohamed, which means “back to the original.”
There are clothes and accessories designed by Youss.
Settling in Taghazout: A Town Of Art and Creativity
When he was in Taroudant, there wasn’t much interest in his designs from the locals. He decided to travel to different places and work in different places in order to make himself known.
He met men who sewed, designed, and manufactured clothing while he was in Africa. The project he launched quickly gained popularity during the Covid epidemic.
He decided to settle in Taghazout because he felt that he belonged there. Everything is handmade and works with a team.
His brand, “Anouris Original,” operates in the Netherlands and the rest of Europe under the name “Taghanouri,” a mix of the name of the place that gave him his creative refuge.
The fashion designer is currently promoting his designs in street shops on the Boulevard in Taghazout, but he wants to expand and is looking for a bigger studio. “Taghazout is known as a surf city but I hope it gains popularity for art and fashion as well.”
Mohamed’s studio.
The designer Ghitta Laskrouif sheds light on sustainable fashion in the country.
Tools and Fabrics Used in Sustainable Fashion
The recycling of old materials is a key component of Mohamed’s approach. He makes clothes out of coffee bags.
Burlap is a natural fiber that is usually hand woven into fifty pound sacks that hold and transport coffee and other crops.
Coffee sacks have been used to keep people warm in the past.
In an era of fast fashion and trendy clothes, it was difficult for Mohamed to convince people to purchase items made from old materials and recycled materials.
He experienced both constructive and fierce criticism when he was in the fashion industry. He said that the secret to success in his industry was to believe in yourself and be tenacious.
Having lived what he now preaches to all those with creative endeavors, strong self-confidence and openness to experiencing the world for inspiration, Mohamed is starting to see light at the end of the tunnel.
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