About PROJ

proj.establishment is a contemporary fashion label rooted in Arab heritage, translating cultural identity into modern, wearable design. The brand focuses on elevated essentials, with each drop released in limited quantities to maintain exclusivity and a strong, evolving narrative.

Founded by Yousef Al Shanti and Farida Foda, Proj.establishment brings together two creative perspectives. Yousef, with a background in Business Administration and Fashion Studies, and Farida, holding a Visual Communication degree and a Fashion Design certification from ESMOD, combine strategy, design, and narrative to build a brand that reflects today’s Arab identity.

Proj.establishment isn’t about trends — it’s about culture in conversation.

Wear your identity. Question everything.