Since Wegz sat down with OHANNA all the way through the conceptualisation process, the collection practically marinates in his essence. It's SO him, and you need only look at it to know it.
After unapologetically disrupting the Egyptian trap scene, Alexandrian rapper Wegz has dipped his toes into the world of fashion with Egyptian sports luxe brand OHANNA. Considering the brand’s dedication to shaking things up, who else but Wegz would fit?
“We have had our eye on Wegz for the collaboration for a long time,” OHANNA designer and co-founder Hanna Hazem tells #CairoScene. “He really fits our brand identity, in terms of his undeniable charisma and his edge.”
This celebrity collab was way more than a marketing gimmick. Since Wegz sat down with OHANNA all the way through the conceptualisation process, the collection practically marinates in his essence. It's SO him, and you need only look at it to know it.
“Wegz is really into motorcycles and biking, which inspired us to echo this retro futuristic aesthetic throughout the collection,” adds Hazem. “Some of the pieces also incorporate music sound waves which, besides the obvious reason, taps into the fact that Wegz is himself a new wave. We even focused on specific fits and cuts that he likes and feels comfortable in.”
The brand sought out to embrace the ongoing 90s fashion comeback while simultaneously creating pieces that are timeless. But it's designed to cross boundaries in other ways, too. “Through this collaborative collection, we also wanted to make people feel unique, and for the collection to feel inclusive,” comments Hazem. “Sure, it’s designed for men, but can be worn by everybody.”
The launch event last Saturday in Downtown’s Townhouse Gallery was also unconventional, skipping the runway in order to the pieces to speak for themselves on the walls of the gallery, courtesy of the creative mind of Wegz’s manager and co-founder of @ventcairo, with the concept designed by @itscontegram.
You can buy the collection exclusively on www.wegz.shop