Homegrown label Rich’a releases a fresh new collection featuring mash-ups between global and local artists and iconography.
Founded in October 2018, homegrown label Rich’a is known for blending old Egyptian iconography with contemporary graphics. Hegazy, a business major, had dabbled with art and design before being inspired by his brother’s small accessory business to get into the clothing industry. Focusing on oversized shirts and hoodies, Rich’a strives to design creative style statements for everyday wear.
This latest ‘Pop Kulture’ collection fuses Egyptian and Western pop-cultural imagery in tees featuring elaborate face swaps between urban icons such as Post Malone, Travis Scott, Nicki Minaj and Drake and local artists and iconography.
“The POP KULTURE collection is a reflection of a common phenomena of the cross-cultural individual identity that most of us possess nowadays,” Rich’a 21 year-old founder Omar Hegazy tells #CairoScene. “While some may perceive Westernisation negatively, my collection embraces the fusion of cultures. I wanted to merge Egyptian culture and heritage with Western culture.”