Mohamed Youss
Anouri Original
Anouri Original is a Moroccan upcycling fashion brand founded by designer Mohamed Youss and co-founder/CEO Abdellah Ait Elmaalem. Based in Taghazout and rooted in Taroudant’s craft heritage, the brand gives old rugs, burlap and repurposed textiles a second life as handmade, one-of-a-kind jackets, trousers and bags.
- Materials/Resources
- Materials/Resources:
- Methods/Processes
- Sourcing model
- Sourcing model:
- Services Offered
- Languages
- Languages:
- Arabic / Moroccan Darija
- French
- English
- Scale
- 2–5 people
About the practice
Anouri, meaning “back to the source” in Amazigh, was founded by Mohamed Youss, a designer from Taroudant in southwestern Morocco. Growing up around his father’s leather atelier, he developed an early appreciation for craft, later travelling and working in different ateliers, including with a designer in Senegal, before establishing his own studio in Taghazout. The brand began with a burlap jacket Mohamed made during a solo trip and posted on Instagram, where it sold within five minutes. That moment shaped Anouri’s approach: combining Moroccan heritage, contemporary design and ethical, sustainable making. Anouri’s signature pieces are carpet jackets. Mohamed hand-picks old rugs at Moroccan markets and reworks them in the Taghazout atelier into jackets, trousers and bags. Each piece is handmade and unique, preserving the colour, pattern and history of its source material. The brand operates through studio work, selected pop-ups, collaborations and online sales, with international shipping. It has shown work at Zurich Fashion Week and sells through partners including Slofa in Switzerland and Aroma in Marrakech.
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