Proj.establishment goes beyond fashion, using apparel as a canvas to explore cultural, social, and satirical issues in each unique collection.

The brand is a dynamic experiment — rejecting a fixed style to embrace diverse designs and evolving ideas. From clothing cuts to concepts, every collection is treated as a distinct project, questioning norms and reinterpreting Arab identity through a modern lens.

Rooted in Arab heritage and inspired by global street culture, proj.establishment bridges tradition and experimentation. We design for those who see clothing as self-expression — thinkers, artists, and the unapologetically curious.

Produced in Egypt, each piece merges quality craftsmanship with cultural storytelling. Every drop challenges perception — through humor, nostalgia, or critique — while remaining wearable and real.

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.