Hicham Gaoua - aka El Moustach - is a self-taught Algerian artist, illustrator, graphic artist and designer, who humorously tells us that he trained in management at "Sheikh Google's university". His brand, ARDK (your planet), brings together past and present with clothes inspired by Algerian tradition and brought up to date.
"Why isn't the Algerian heritage better known? Why don't we integrate our past and the fashion of yesteryear into our current style while projecting ourselves into the future?" - Hicham Gaoua for Arab News.
Kachabia, burnous, djellaba, ... These clothes worn by his ancestors, Hichal Gaoua is inspired by them and modernizes them. They have become a staple of the Algerian wardrobe, but have been adapted to current requirements. For example, the traditional kachabia made of camel or sheep wool, worn by the Amazighs in the mountains of the Maghreb, has been revisited by the brand, which has transformed it into a unisex piece that is light but still insulates effectively from the cold.
Through its clothes, El Moustach pays tribute to great figures of Algerian heritage: Matoub Lounès, Cheb Hasni, or Mohamed Boudiaf.
Photo: Kachabia ARDK, copyrights Instagram account @el_moustach.