Co-founded by Moroccan designer Abderrahmane Trabsini, it makes sense for Amsterdam-based label Daily Paper to eventually pay tribute to North African culture. And their new collection, entitled ‘Souks of Maghreb’, is a poetic ode to Morocco.
To make it happen, the brand partnered up with Tunisian DJ and electronic music producer Loco Dice. The capsule collection marks the third collaboration between Daily Paper and the producer, but this one sees them step outside the world of motocross that encapsulated their previous collaboration, going straight into the heart of their native cultures: the souk.
And rather than taking the typical streetwear route and slapping cultural symbols on tees, the label took things to the next (and culturally-appropriate) level, dropping a djellaba called the ‘White Saffron’, a dedication to the spice which is harvested in Morocco’s Ourika Valley and sold in markets across the Maghreb.
“The Souks of Maghreb capsule is a collection extremely close to my heart,” Trabsini said of the collection, which also includes a rug that’s exclusively sold at their flagship store in Amesterdam.
“It provides the world with a taste of Marrakesh: the colours, traditions and the red city’s famous market district, the souk,” he added.
The collection also features Daily Paper and Loco Dice branded t-shirts, sweaters, caps, socks and a tote bag, all in a colour palette that’s distinctly Moroccan, from a burnt orange resembling the clay walls of Marrakesh, the red and green featured on the Moroccan flag to the Yves Klein blue of Jardin Majorelle.
Making it a truly North African collaboration, the brand brought on Moroccan photographer Mous Lamrabat to shoot the look book in Marrakesh. “Shooting the campaign and including key cultural pieces within the capsule is how we wanted to not only pay homage to my great city but showcase the injections of tradition,” explained Trabsini.
The collection, which dropped last week, is available for purchase online and at Daily Paper’s flagship store in Amsterdam.