While scrolling through my Instagram feed filled with Moroccan-inspired content last year I stumbled upon Anouri Original, a Moroccan fashion brand that immediately sparked my interest. Not only did the clothes look unlike any other design I’ve ever seen before (and having been a fashion journalist for over fifteen years, I’ve seen a creation or two), there was a certain playfulness and authenticity that made me so curious about Anouri. I started following the brand, watched their designs evolve and became more intrigued with every Anouri collection ‘drop’. So I reached out to the two Moroccan men behind this fashion brand, Mohamed, the designer, and Abdellah, the CEO. We sat down and talked fashion as I got to know all about the brand, its origin, its philosophy and the men’s mission. Below you’ll find my interview with the Anouri founders. Spoiler alert: I’ve become an even bigger fan and I’m sure you too will start seeing the brand pop up on the streets more and more.
How did you both meet?
Mohamed: “We’ve been friends for almost ten years. We first met by chance in the mountains, while both traveling as backpackers. I was on a solo trip and Abdellah was also backpacking at the time. Meeting each other in such a raw, simple environment created an immediate connection. That moment, surrounded by nature and far from everything else, laid the foundation for a friendship that later evolved into a creative collaboration.”
When and where did your interest in fashion start?
Mohamed: “My interest in fashion started very early in Taroudant, Morocco, surrounded by artisans, textiles, and traditional craftsmanship. I didn’t grow up with fashion in the classical sense, but with materials, textures and working hands. Later, traveling and observing how clothing reflects identity made me realize fashion could be a powerful way to tell stories.”
How did you come up with Anouri?
Mohamed: “Anouri was born after the pandemic, during a period of reflection and reconnection. The name Anouri means “back to the source” in Amazigh. The brand started with a very personal moment: during a solo trip, I created my first jacket using coffee burlap bags. That piece became the spark that transformed my vision into a brand rooted in heritage, sustainability, and innovation.” Abdellah: “We founded Anouri three and a half years ago.”
What defines Anouri?
Abdellah: “Anouri is defined by authenticity, craftsmanship, and purpose. Every piece is unique, made from reworked materials that already have a life and a history. It’s a dialogue between the past and the present.”
How would you describe Anouri’s signature style?
Mohamed: “Raw yet refined. A mix of traditional Moroccan elements with contemporary, urban silhouettes. It’s bold, tactile and expressive, pieces that feel strong but also deeply human.”
What is the best part about having your own fashion brand?
Mohamed: “Freedom. The freedom to create without compromise, to tell my own story and to work at my own rhythm. But also responsibility, towards artisans, materials and culture. Knowing that each piece carries meaning is the most rewarding part.”
Who are you making Anouri for?
Mohamed: “I create Anouri for people who value identity, culture, and individuality, people who don’t want to wear what everyone else is wearing. I love seeing creatives, artists, musicians, and free spirits wearing Anouri.”
Who would you love to see in your creations?
Abdellah: “We don’t have one specific person in our minds. Our clients actually are our artists. If I had to name one person, we did collaborate with Moroccan-Belgian singer Dystinct before. We love people to really want to wear our clothes themselves. It’s about the attitude. We love people who aren’t afraid to stand out. We would never push or pay artists, influencers or the like to wear our brand. It’s all about authenticity for us. People with soul and presence, someone who embodies creativity and freedom. We would rather grow slowly and steadily than suddenly explode overnight.”
What are your personal favorite pieces?
Mohamed: “The tapestry jackets and the coffee burlap jackets. They represent the essence of Anouri, upcycling, heritage, and transformation. Each one is impossible to reproduce exactly the same way. That makes it impossible for brands to copy us.”
Are there any other Moroccan fashion brands you really like?
Mohamed: “I deeply respect brands that work closely with artisans and preserve Moroccan heritage while pushing it forward. Morocco has incredible creative energy and I’m proud to be part of that new generation.”
Could you name any brands?
Abdellah: “We love what Hajjah is doing, bringing Moroccan creativity together. And of course our friend Charaf Tajer is doing amazing with his Moroccan fashion brand Casablanca.”
Is upcycling an important part of your brand?
Mohamed: “Absolutely. Upcycling is at the core of Anouri. We would never want to become a fast fashion brand. Reusing carpets and coffee burlap bags is not just an aesthetic choice, it’s an ethical one. It allows us to reduce waste while honoring materials that already carry history and emotion.”
Where do you get those original materials?
Mohamed: “The carpets come from vintage sources, local markets and private collections in Morocco. Each one is carefully selected, cleaned and transformed with respect for its original craftsmanship.”
Where are your clothes being made?
Mohamed: “All Anouri pieces are designed and handcrafted in Morocco, working closely with local artisans. Production is intentionally limited to preserve quality and uniqueness.”
What are your dreams for Anouri in the future?
Abdellah: “To grow internationally while staying true to our roots. We dream of opening an atelier-boutique, expanding collaborations and making Anouri a reference for ethical, culturally rooted fashion, a brand that proves tradition and modernity can coexist beautifully.”
Where can we find Anouri in Marrakech?
Abdelllah: “At the moment Anouri does not have a permanent store in Marrakech. The brand operates through studio work, selected pop-ups, and collaborations. Before we worked together with 3eib and M Avenue in Marrakech (a shopping destination where fashion, art and food come together). Right now you can shop our collection at Aroma in Marrakech.”
What does Marrakech mean to you?
Abdellah: “Although we are based in Taghazout, a small surf village on the Atlantic coast, about 250 km from Marrakech, Marrakech really is our main focus. It’s the place where everyone comes together and it’s getting more and more popular every year. We would love to have our own shop here one day.”
What is your favorite place in Marrakech?
Abdellah: “There is a special place in the centre of Marrakech. Not a hotel or a restaurant, but a work place in the middle of the souk. You wouldn’t be able to find it if you didn’t know it was there. But it is a place where some of our original fabrics are being made. The owners really are like family to us. We always have a good time going there. It’s our hidden gem in medina.”
Find Anouri online:
Anourioriginal.com
@anourioriginal
