Stepping into the colorful and spacious hub of Cairo-based social enterprise Thaat and its sister company PAZ.Cairo, an ethical fashion brand that pays homage to traditional craftmanship, is certainly a unique and worthwhile experience. “Here, customers can come and be made to feel like a princess, have a nice drink, sit down and have measurements taken,” explains Peri Abuzeid, founder of the joint venture. In fact, this is a key reason why their products are only delivered internationally, and not locally. “I’m actually doing this on purpose. I want people to come to the store and experience the whole story. It makes a big difference.” Much of the conversation that Peri kindly agreed to have with Egyptian Streets, about the multiple facets of her work and the inspirational backstory to Thaat, ends up taking place in the store-section amidst beautiful racks of clothing made from carefully-sourced Egyptian textiles and boasting exquisite details such as handstitched embroidery or beading. As we observe and feel our way through the different designs on display, details about the production process, the artisans and ultimately, the business as a whole, begin to unfold. “This is…
“Thaat”: An Egyptian Design and Social Enterprise With An Inspiring Vision
July 27, 2019
