HERE'S HOW LEBANESE DESIGNER ELIAS EL HADDAD PLANS TO REINVENT MIDDLE EASTERN STREETWEAR - By Joyce Gereige
When it comes to shopping, young Arabs are relying on Western fashion brands. Why? Because it seems like the Middle Eastern fashion industry is missing a local brand that best represents its modern lifestyle and cultural identity simultaneously.
Boshies' mission is to fill that gap by designing products inspired by the Middle Eastern heritage and modernizing the Arab culture - aspiring to spread worldwide for any and everyone to wear.
The brand's name, Boshies, is inspired by the word "Tarbooshi" which means "My Tarboosh" in Arabic - initiating the brands modern take on the traditional Tarboosh. This allowed the brand to celebrate a unique take on our culture's most valued traditions, also transforming them into a modern-day accessory for both men and women.
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