CONCEPT

Exclusivity and storytelling 

Twelvepieces capsule collections are built upon storytelling with new takes on iconic silhouettes with a street & minimalistic approach. The capsule collections are always trying to emphasize a new actual issue from our world - #expressyourself. 

The history behind the first capsule collection "The Spring" is staying true to the cultural heritage of the brand- A story about the Arabic Spring and all the anarchy in the middle east which resulted in a rebellious outtake in a natural toned palette and bold graphical prints. Limited goods -12 styles of 12 pieces in every collection. Every piece is numbered from 1/12 to 12/12.

The storytelling continues...

My next collection is called ’Roots’ and it is the story of where I come from – Cairo, Egypt. This collection will still have the arabic calligraphy with words like freedom, brotherhood etc. but unlike the rebellious values from ‘The Spring’ this collection will also represent a more peaceful and beautiful side of Egypt, mainly inspired from my childhood when I was visiting my family for 2 months every year up until the revolution started in 2011. I think it is very important to represent and showcase both sides of Egypt. Though the country has been suffering from various dictators and corrupt politicians for years, I think it is important to stay positive and showcase Egypt and our culture on a larger scale than just my 24 years in this world. For me the pyramids, camelbacks and hieroglyphs is among the things I find beautiful and inspiring. Not only does it represent a time when Egypt was a frontier for what would be a modern society, it also helps me visualize the culture and tell the story about Egypt and – of course – my Roots.

Amir Hassan
CEO & Designer

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