Inspiration
Wlaad L*Houma — wah-led el-hooma — is Darija for "the neighborhood kids". It is an homage to the streets we grew up running around, and to the people who shaped us there.
Identity
We bridge western fashion and the art forms of the MENA region: modern silhouettes carrying traditional motifs and imagery from home.
Our culture is often misrepresented. We would rather tell the story ourselves — and encourage everyone to wear their own identity boldly.
Imagery
Our logo is three children chasing each other, their figures forming a 'W' in honor of our name. A tribute to youth, and a reminder that we cannot change the past, nor who we are — only what comes next.
Grocery list
- Watermelon
Meet the designer
Amine Kebichi is the founder and creative director of Wlaad L*Houma™, a self-taught designer holding both American and Algerian nationalities.
After years collaborating with artists on custom garments, he went looking for clothing that reflected his heritage. He could not find it, so he started making it.
Amine Kebichi"Growing up, being different was hard, so I kept my heritage hidden. Working through that is what made me proud of where I come from. I want this brand to carry that story, and to help people embrace their own."