Pensate a quel vecchio jeans, alla giacca ormai fuori moda, o ad una maglietta scolorita. Anziché...
Sustainable fashion has a new face, combining tradition, creativity, and innovation. Meet ANOURI, a Moroccan upcycling brand that’s redefining ethical fashion and connecting the world with the timeless beauty of Moroccan heritage.
The Designer Behind ANOURI
Walking along the scenic coast of Taghazout, Morocco, you’ll notice a row of colorful jackets hanging in the sun. Nearby, a young man is sitting and sewing with focus: he introduces himself as Mohamed.
Mohamed, a 27-year-old visionary from southern Morocco, is the creator of ANOURI, a brand that blends tradition, innovation, and ethics into the world of upcycling.
Born in Taroudant, a city in southwestern Morocco, Mohamed’s journey into the world of fashion began in his childhood. Growing up in his father’s lively artisan leather workshop, he developed a deep appreciation for the craft.
“Those formative years spent by his side instilled in me a deep appreciation for the art of creating, and ignited my passion for crafting distinctive pieces.”
For years, Mohamed worked alongside his father, learning the delicate techniques of leather craftsmanship. But as time passed, his vision expanded beyond leather goods. He dreamt of building his own brand based on upcycling, transforming discarded materials into timeless pieces that told stories and carried a purpose.
A Turning Point: The Pandemic and the Birth of ANOURI
It wasn’t until the pandemic that Mohamed found the opportunity to bring his dream to life. A friend challenged him to repurpose burlap coffee sacks into wearable fashion. Mohamed accepted the challenge, designing and sewing a burlap jacket. When he posted the jacket on Instagram, it sold out within minutes.
That moment was a turning point. Mohamed realized he had not only the skills but also the market demand to make his upcycling dream a reality. This led him to step away from the family leather business and dedicate himself entirely to ANOURI, a brand that celebrates sustainability, creativity, and the rich heritage of Moroccan craftsmanship.
The Art of Upcycling and Sourcing Materials
The name ANOURI is derived from the Amazigh word meaning “back to the source.” It embodies a return to authenticity, tradition, and purpose. Through ANOURI, he’s turning forgotten materials into unique, handmade clothing that marries Moroccan craftsmanship with contemporary design.
For Mohamed, upcycling is not just a technique; it’s a true passion. Together with his business partner, he visits souks, traditional Moroccan markets, to find hidden treasures.
In these souks, Mohamed discovers old carpets, sofas, and fabrics, some even 20 or 30 years old, that he then repurposes into one-of-a-kind garments. Every material has its own story, and with Mohamed’s craftsmanship, it’s given a second life as a stunning jacket or pair of pants.
ANOURI’s pieces are unisex, featuring a modern oversized fit that’s designed to be one-size-fits-all. The vibrant patterns and textures reflect the beauty of Moroccan heritage, while appealing to the modern, fashion-forward consumer worldwide.
The Oceanfront Shop in Taghazout
Today, ANOURI has a physical presence in Taghazout, a picturesque seaside town known for its surf culture and relaxed vibe. Mohamed’s shop sits directly in front of the ocean.
This space is where Mohamed shares his vision and creativity directly with visitors. Customers can meet the creator himself, hear the stories behind his designs, and feel the passion and dedication that go into every piece of ANOURI clothing.
A Legacy of Craftsmanship and Sustainability
Every ANOURI creation reflects the artistry Mohamed inherited from his father’s leather workshop and the vision he has cultivated over years of dreaming, experimenting, and creating.
ANOURI represents more than just fashion—it’s a bridge between heritage and innovation, a fusion of traditional craftsmanship and the future of sustainable fashion. His commitment to upcycling and ethical design ensures that every piece carries with it a piece of history.
Whether you visit Taghazout or explore ANOURI online, you’ll find the brand is about more than just clothes. It’s about connection—to the materials, the stories, and the people behind every creation.
Would you wear a piece of Moroccan history, transformed into timeless fashion?
Visit https://www.anourioriginal.com and explore ANOURI’s unique collection of upcycled clothing. Who knows? Your next favorite jacket might be just a click away.
