Baladi, meaning “homeland,” and bee2a, translating to “environment,” are words that should evoke a sense of pride. Yet, in modern usage, they’ve become insults—tools for perpetuating social divides and a glaring sense of classism. It’s ironic that terms rooted in identity and belonging are now used to diminish others.
On a quiet Wednesday evening, MILLE met with Mazen Zaki, an Egyptian stylist and creative director, to unpack the layers of what Egypt is, what it could have been, and how those ideas shape his newly launched brand, Gozoour. Nestled in a cozy café in Maadi, Zaki sipped his matcha latte and spoke with conviction about the one thing that drives him: the desire for people to see Egypt for what it truly is and to reclaim the terms baladi and bee2a for what they truly are.
“I started exploring all of this during the pandemic in 2019,” says Zaki, who studied fashion and worked as an assistant for Ahmed Sorour. His journey was rooted in experimentation and styling, but it was an art direction course that sparked the idea for Gozoour. “I wanted to create something that would help me understand my Egyptian roots better.”
The name Gozoour—meaning “roots”—was initially the title of a photoshoot. It evolved into a brand that Zaki describes as unapologetically Egyptian. “I don’t want to hide our fabrics or silhouettes. I want to show us who we really are.” Straying away from the insistent use of Ancient Egypt, Gozoour wants to take a different spin on things, and honor the contemporary, authentic Egyptian, that has been untouched by the Western demise.
Zaki’s debut collection, titled Men Fat Adeem We Tah (“He who forgets his past is lost”), is a deeply personal homage to his heritage, a saying he picked up from his beloved mother. “My mom is from Kafr El-Sheikh, and my dad is from Monufia. My mom, a falaha (rural woman), shared this saying with me. It resonated because forgetting your origins leaves you misguided and ungrounded.”
The collection reflects his ethos. “It’s made in the simplest way you can imagine. It’s about embracing what’s authentically ours.” Zaki explains that this includes traditional garments like the galabiya and sederri, reimagined in materials like denim.
“We are so ashamed of our culture that we look down on our traditional dress, like the galabiya or abaya. Why? These represent who we are. My brand isn’t just about fashion—it’s a movement to reclaim our identity and question our values.”
Zaki critiques the colonial and modern influences that shifted Egypt’s sartorial traditions. “The galabiya gradually got shorter due to colonization and modernization, eventually becoming a suit, which turned into a class marker. The wealthy wore suits, while those of ‘lower’ social standards wore galabiyas. Even words like baladi or bee2a—meant to describe us—are now insults. It all stems from glorifying Western ideals while looking down on our roots.”
For Zaki, the galabiya embodies pride and strength. “There’s something powerful about a man from Upper Egypt wearing a galabiya every day. He’s rooted, unapologetically Egyptian. He sticks to who he is, and it says a lot about a person, because he sees everyone around him wearing jeans, hoodies, etcetera, but he stays rooted, and doesn’t change. This brand has made me view things differently. Now, I see pride in my bawab (building doorman). There’s a certain allure in their authenticity.”
His mission extends beyond aesthetics. “If we dressed like true Egyptians, classism and social disparity wouldn’t be so extreme. We glorify other cultures, forgetting who we are. This brand is educational—I want people to understand our culture, and through this process, I’m rediscovering my own. I want to discover what is lost, and I want to reimagine Egypt.”
The debut collection was shot on a farm in Shabramant, featuring an all-Egyptian cast who, like Zaki, hail from areas outside Cairo. “The brand is a reimagination of what could’ve been. If we stayed true to our roots, what would that look like?”
For those who have been to Egypt, know that there is an indescribable essence to the country that cannot be described but only felt, a certain warmth that will be causing you to itch to come back. Zaki reflects on the charm of Egypt, saying, “The more you see Egypt for what it is, the more you love it. You always have a warm memory in Cairo. This is Egypt: the Nile, the smile, the street food, the little moments that you can only experience here.
“Modern Egyptians constantly look outward for inspiration. It’s time we look inward. The world steals from us—our music, our culture—yet we don’t value it ourselves.”
He emphasizes the importance of agriculture and the rural population. “The falaheen are the purest form of Egyptians, their lifestyle tracing back to Ancient Egypt. These people, whom we look down on, sustain the country. Without them, where would Egypt be?”
Zaki envisions his brand as a storytelling platform. “I want to showcase every side of Egypt—its norms, traditions, songs, and movies. Each collection will explore a different region, reflecting its unique stories and culture. I want the Gozour website to become a reference for Egyptians and others to learn about who we are.”
Ultimately, Zaki’s goal is clear: “I want people to see Egypt for who it truly is.”
