Penning another chapter in their journey towards more sustainable and ethical fashion, Egyptian brand Kotn has just unveiled its latest collection, TEFNUT— a sartorial ode to function and nostalgia. With utility serving as the line’s primary focus, the Egyptian-Canadian brand’s newest range reimagines workwear staples, through a modern lens, while embracing comfort and durability along the way.
Crafted from 100% organic, paper-touch cotton and designed to live, breathe, and last, Kotn’s new set offers a more sustainable option to conventional synthetic outdoor wear. An alternative centered around fairer trade practices and environmental consciousness, each piece required double-needle stitching for added strength, while flat-felled seam constructions were employed wherever possible for further sturdiness. Some standout details in this collection include two-way zips on jackets and vests, which bring different styling options and added functionality; stitched-down front pockets that blend utility with a timeless aesthetic; and contrasting stitching techniques, as seen on the black hoodie, for subtle finishing touches.
“The inspiration behind the campaign was about taking a look at this namesake fiber of cotton that has been with us for thousands of years, a natural material that humans have relied on to protect against the elements, across different locations and environments,” Kotn founder Rami Helali told MILLE. “But it was also about going back to something more personal – the childhood experiences that shaped our relationship with nature. Growing up, I spent a lot of time exploring Egypt with one of my closest friends, Zaatar. We’d go spearfishing and camping, and those adventures always stuck with me, and became a big part of the story we wanted to tell with Tefnut,” he explained.
“We wanted to create a collection that could perform out in the wild, in the cold desert nights, through the dust, wind, and sand, while staying rooted in natural fibers. We wanted to explore the roots of this fiber, to understand through the weave, through the way that we can control the material, and arrive at this beautiful, tightly knit, but very lightweight fabric that mimics what was the original performance wear,” the 2018 Forbes 30-Under-30 recipient added.
Tough to tear or break, TEFNUT was engineered with intrepid adults in mind; those who have managed to preserve their inner child spirit. Embracing a playful yet nostalgic aesthetic, it’s worth noting that each garment underwent a special tinting process, where the fully assembled piece was dyed right after sewing, resulting in a soft, broken-in texture with unique color variations and a slightly faded, vintage feel.
Shot in Egypt’s White Desert, the campaign exudes a rugged, sun-drenched vibe that is as adventurous as it is heartwarming, reminiscent of childhood outings fast-forwarded into adulthood. Playing off the desert’s vast terrain and landscape, the visuals capture a sense of freedom and discovery, pushing each piece’s functional edge to the forefront of every picture.
“In many ways, this campaign was a recreation of those childhood memories. That was really the inspiration here and the natural place to do that was in Egypt’s White Desert, revisiting the adventures that we [me and my friends] grew up going on, and to put the collection to a real test,” Helali concluded.
