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Badass Local Brand 'Genes' Rewrites the DNA of Streetwear

Working with prime, outsourced, and exported fabrics and materials, everything about ‘Genes’ works for any occasion. At least, any occasion that takes place on the set of 'Blade Runner'.

The large cult obsession with all things athleisure, streetwear, and casual in Cairo doesn’t seem to be going anywhere anytime soon. If anything, it’s metamorphosing into a style that transcends all these categories. Local brand ‘Genes’ is leading the revolution against categorising and compartmentalising fashion into clear cut boxes by splicing their DNA and coming out with something that’s one-of-a-kind.

 

Founder, designer, photographer, and pretty much one-woman-show Aliaa El Aghoury is the mastermind behind Genes. “Our slogan is ‘human by choice, free by mind’ as a testament to our brand name: genes,” El Aghoury tells #CairoScene. “While ‘genes’ are something we all have, it’s also the same thing that makes each one of us so unique. We’re free through our minds and through breaking the moulds of do’s and don’ts’. I don’t want us to be categorized as street wear or sportswear or casual wear; we’re all of them at once and none of them, too’.


Working with prime, outsourced, and exported fabrics and materials, everything about ‘Genes’ is super versatile and works for just about any occasion on-the-go. At least, any occasion that takes place on the set for ‘Blade Runner’. Their mesh-styled delicate yet bold jackets with typographies of the brand’s ethos running across the design stands out with their sci-fi stylings, making you feel like an underground cyberpunk neurogeneticist with an attitude and a dream.