Fashion

Huncho Is the Mother-Son Streetwear Brand Putting Morocco on the Map

BYYassine Hariss

February 6, 2026

It goes without saying that the internet is one of the best places to scout for emerging brands. The latest one to catch our attention? HUNCHO, a mother-son operation channelling Moroccan craftsmanship into a clear, confident streetwear language. Founded in Casablanca by Allan Guenaoui and his mother during the COVID-19 pandemic, and sharpened between Morocco and Paris, the label is on a self-appointed mission to put the North African kingdom on the fashion map in a way that feels honest, modern, and entirely its own.

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A post shared by HUNCHO¡ (@familyhuncho)

The lineup includes heavyweight hoodies, quilted leather jackets, beanies, and boxy tees emblazoned with playful graphics such as Moroccan striker Ayoub El Kaabi performing his iconic bicycle kick. The silhouettes are relaxed but deliberate, the fabrics substantial, the branding assertive without being try-hard. As streetwear as it gets, without ever succumbing to the genre’s predictability — at times more refined, at others deliberately pared back — the label is unmistakably on the come-up, and, if we’re totally being honest, deserves the kind of scrutiny usually reserved for brands that are inching, without fanfare, toward inevitability.

For that reason, we sat down with Allan for a quick, rapid-fire Q&A unpacking the brand’s origins, its vision, and the kind of conviction it takes to launch something new in an era where everyone seems to be doing it.

What Does HUNCHO Mean?

Allan Guenaoui: The word comes from Japanese, and is used today in American urban culture to refer to someone who’s a leader or a boss. It comes from the Japanese word “hancho,” which means group leader, often used in military contexts. The term entered the English language during and after the Second World War, eventually becoming “head honcho.” Later, the word was picked up by hip-hop culture, where it evolved into “huncho,” used to signal status as a leader or boss too.

Why did you decide to launch a brand, especially at a time when the market is so saturated? Aren’t you afraid of getting drowned out by the noise, or worse, disappearing in a landscape where everything feels and looks the same?

AG: My mother is the one who decided to launch the brand during the Covid-19 pandemic. It was a dream she always wanted to bring to life because she’s incredibly passionate about fashion, and she couldn’t imagine doing it without me. My mother is the person who gave me my love for fashion, and it’s thanks to her that I’m doing this as a career today.

We decided to create the brand to share our culture, our inspirations, and our eye for fashion with the rest of the world. We did it first for ourselves, without overthinking whether we had a place in the current market or whether people would like our products. But thank God, the project was welcomed warmly. And doing it with your mother, there’s nothing better. She is the essence of everything to me. Without her, this project wouldn’t exist. We are both involved in the creation and management of the brand. We split the tasks, but both of our ideas are always considered.

What does collaboration between the two of you look like on a daily basis?

AG: My mother is in Casablanca full-time and I’m based in Paris. We split the tasks, and each of us brings our knowledge into every part of the brand. We work in symbiosis, but from a distance.

What truly sets your work apart from others?

AG: Our authenticity. We have our own atelier in Casablanca where we produce everything. That’s really important to us because it’s our home country, and representing Africa and the Maghreb is a fully-fledged part of our identity.

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A post shared by HUNCHO¡ (@familyhuncho)

How would you describe the brand’s visual and cultural language?

AG: We offer two lines: an essentials line that leans more towards streetwear, and a premium ready-to-wear line with more refined cuts and designs. I’d describe it as modern, creative, and clean, while culturally representing our origins through the artistic direction.

How do you want people to feel when they wear your pieces?

AG: The main goal is for people to feel good and comfortable in our pieces and to understand the whole world and culture that each piece carries.

Who shaped your eye? Which designers or creative movements influence you most?

AG: It started with music, because my mother has a huge musical culture. I was quickly influenced by artists like Pharrell, André 3000, and then Ye. Those musical influences gave me a taste for fashion as a teenager. Later, designer brands like Matthew Williams, Matthieu Blazy, Raf Simons, CDG, and so on really made me want to create a clothing brand.

What’s been the most rewarding moment since launching the brand so far?

AG: I think our collaboration with Parisian store Opium and with Jordan. That collab made us very proud because those are two legendary brands. We were able to represent Morocco visually in a strong way, and it felt like a form of consecration for us. Making your mother proud, there’s nothing more meaningful.

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A post shared by HUNCHO¡ (@familyhuncho)

In turn, what’s been the hardest part?

AG: Building a long-term structure only using your own investments without investors injecting money into the project. On a human scale, it’s complicated, but it’s part of the process. We’re a young brand with big ambitions.

You’re both the proud founders of your own workshop. Why was it important for you to be involved in the creation process from start to finish? What does having full control of production allow you to do that you couldn’t otherwise?

AG: Having an idea and not needing to delegate it is a luxury, and it saves an enormous amount of time. It allows us to offer products 100% made in Morocco, which is exactly what we wanted.

What does growth look like for you?

AG: For people to recognize our brand as authentic and representative of the continent and of Morocco. We try to highlight our origins and our craftsmanship in our own way.

Where do you see the brand in five years, creatively and structurally?

AG: We see ourselves at Fashion Week and establishing a long-term presence amongst globally known African brands, inshAllah.

Huncho Is the Mother-Son Streetwear Brand Putting Morocco on the Map

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Huncho Is the Mother-Son Streetwear Brand Putting Morocco on the Map

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