Anouri

Anouri was founded by Mohamed Youss, a designer from Morocco who carefully picks out old rugs at local markets and gives them a new life. Those hand-picked rugs are turned into one-of-a-kind jackets through patient handwork – every piece a true original. Mohamed sells his collections in Taghazout and online worldwide, and has already shown his designs on the runway at Zurich Fashion Week. Anouri stands for sustainable upcycling, Moroccan craft and a modern, authentic style.

Bought at Moroccan markets, the rugs are turned into jackets, trousers and bags in the workshop of founder Mohamed Youss.

Colourful, beautifully made and unlike anything else – that sums up the Moroccan brand Anouri perfectly.

At the heart of it all is founder Mohamed Youss from Taroudant, whose story shows how creative vision and persistence can push past social boundaries. As a child he was already making his own bags and clothes from simple materials – and was often laughed at for it.