Our Story

From a young age, our founder Aya Ahmed El-Assal, a budding fashion visionary, harbored a deep passion for design. Her childhood, filled with playful dressing-up and a fascination with fabrics, laid the foundation for her future. As she grew, her love for fashion intertwined with her entrepreneurial spirit, inherited from a family with a rich history in business and trade.

Recognizing a void in the market for stylish, age-appropriate clothing for young adults, Aya embarked on a mission to create a brand that would resonate with the modern youth. SOUTH was born, a streetwear label inspired by the enchanting landscapes and cultural heritage of Egypt’s southern cities.

Our Brand

SOUTH is more than just a fashion brand; it's a lifestyle. We're committed to delivering high-quality, sustainable clothing that embodies a unique blend of urban style and timeless elegance. Our designs are inspired by the rich tapestry of Egyptian culture, infused with a contemporary twist.

What Sets Us Apart:

Authenticity: We celebrate our Egyptian heritage, using 100% Egyptian cotton and working with skilled local artisans.

Sustainability: We prioritize eco-friendly practices, minimizing our environmental impact.

Quality: We are dedicated to delivering exceptional quality in every garment.

Inclusivity: We design for all, offering a range of sizes and styles to cater to diverse tastes.

Social Responsibility: We are committed to fair labor practices and ethical business principles.

Our Vision

We aspire to be a global fashion leader, inspiring young people to express themselves through style. By combining timeless design with contemporary trends, we aim to create a lasting impact on the fashion industry.

Join us on this journey as we redefine streetwear, one stylish piece at a time.