Feet first: Egyptian footwear label blends style and comfort

Feet first: Egyptian footwear label blends style and comfort
Brave New World, the brand’s latest collection, draws its inspiration partly from Greco-Roman culture. (Supplied)
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Updated 22 October 2020

Feet first: Egyptian footwear label blends style and comfort

Feet first: Egyptian footwear label blends style and comfort

DUBAI: They say “beauty is pain,” but not for Egyptian footwear label Zee.

The brand’s designs combine comfort and style, making its offerings suitable for settings ranging from edgy and urban life to laid-back for the seaside.

Noureldin Kassem, Zee’s founder, said: “It’s really important to be stylish and comfortable. For us being comfortable is very important, and this is why we used a lot of new materials, like different kinds of leather, and made adjustments to the sandals.”

Brave New World, the brand’s latest collection, draws its inspiration partly from Greco-Roman culture, Kassem told Arab News. 

The collection includes 25 styles in a range of bold and bright designs, featuring sandals and slides to suit a wide range of women’s tastes.

Zee, which was established three years ago, is a sustainable brand that is produced in Egypt, but outsources its materials, such as cork soles, from Spain.

 
 
 
 

 
 
 
 
 
 
 
 
 

Sway with ease in your Zees. Shot and styled by @keghamdjeghalian #MakeZeeMoves #ZeeSteps #ZeeBraveNewWorld #Zee

A post shared by Zee (@zee_officialeg) on

“Sustainability is taking a big share of the market now,” Kassem said.

To make the brand more environmentally friendly, Zee’s packaging now includes pouches made of recycled material made in collaboration with eco-friendly Egyptian fashion brand Up-Fuse. 

Kassem said that while many well-established fashion brands are fighting to survive during the coronavirus pandemic, Zee is taking risks and rebranding itself. 

 
 
 
 

 
 
 
 
 
 
 
 
 

Stand tall in your Zee-Bomba X #MakeZeeMoves #ZeeSteps #ZeeBraveNewWorld #ZeeByKegham #ZeeBombaX #Zee

A post shared by Zee (@zee_officialeg) on

Amid plans for a possible launch of trainers or heels, Zee’s team is working on designing sneakers, which better fit the “persona and identity of the brand.”

Kassem also praised his team, including creative director Kegham Djeghalian, for doing “a great job during this difficult period.”


Singer Jessie J sparkles in Egyptian jewelry label Ammanii

British singer Jessie J is known for hits like ‘Bang Bang’ and ‘Price Tag.’
British singer Jessie J is known for hits like ‘Bang Bang’ and ‘Price Tag.’
Updated 19 January 2021

Singer Jessie J sparkles in Egyptian jewelry label Ammanii

British singer Jessie J is known for hits like ‘Bang Bang’ and ‘Price Tag.’

DUBAI: Jewelry designer Amany Shaker left Egypt over 30-years-ago after finishing up a psychology degree to work in an international NGO in Los Angeles, which became her second home. In 2015, she did a complete career 360, when she decided to launch her own jewelry line Ammanii, a play on her first name, “from the desire to tell stories and untie women while transcending cultural barriers.” Having lived in eight different countries and worked with a global NGO for nearly two decades, Shaker combined her background in peace building and conflict resolution with her passion for jewelry design by creating timeless pieces.

Each piece is meticulously handmade in Hong Kong and the jewels are primarily crafted with silver and semi-precious stones, a nod to her native country, where Ancient Egyptians considered silver to be more precious than gold.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by AMMANII (@ammaniijewelry)

Shaker’s handcrafted rings, necklaces and bracelets have been worn by actresses Emma Roberts and Shay Mitchell, among others.

The Cairo and Los Angeles-based label was recently picked up by “Eastwave,” a new virtual pop-up supporting established and emerging designers from the Middle East and North Africa. The digital and physical platform, which launched in August, features a curated selection of brands spanning from ready-to-wear, accessories and jewelry, including Egyptian handbags label Aliel, Lebanese contemporary womenswear label Jessica K and Dubai-based jewelry brand Bil Arabi, among others.

In addition to offering a platform for Arab talent and shining a spotlight on creatives from the Middle East and North Africa, Eastwave has also helped to propel Arab designers into the wardrobes of different A-listers.

See British singer Jessie J, who stepped out this week championing Ammanii’s Hand Carved Dome Ring, a Vermeil gold. hand-carved ring set with cubic zircon and blue topaz, to represent the evil eye. 

The “Bang Bang” singer’s public appearance comes shortly after she took to Instagram to announce to her 9.4 million followers that as been diagnosed with Ménière’s disease, a chronic disorder of the inner ear that can lead to dizziness and hearing loss. 

She styled the colorful, statement ring with a crystal-infused Area top and belt, ripped denim jeans and heels from Sophia Webster.