We celebrate the difference

Nietzsche Loved Shakshouka, Beauvoir Loved Baklawa, Warhol Loved Couscous. That’s how the rise for Lyoum started. These cheeky printed lines are already 5 years old but we couldn’t resist bringing them back for how they are.

Lyoum, ليوم, aujourd’hui which means also today is a French-Tunisian quality prêt-a-porter brand that was launched in 2012 right after the Jasmin revolution by the couple Sofiène and Claire Ben Châabane. Their main purpose was to establish a quality Tunisian brand with local texture in order to contribute to the Tunisian Economy.

The brand aims to reflect Tunisia’s rich history and mix of cultures while not forgetting its inspiration from the Mediterranean sea and its shores. Lyoum embraces Tunisian’s local culture with all its clichés. It reminds you of the Summer days in Sidi Bou Said that are all stuck in our collective memory, filled with eating hot and crispy bambalouni and the smell of jasmine and Fell in the air, with blue and white colors dominating the scenery, flowers, and the scent of the Mediterranean sea.

Lyoum knows very well how to mix between vintage and modern, minimalistic and classy with a Tunisian touch. Such as their photoshoots are done in Downtown Tunis and taxi cabs that make everything look so aesthetic and chic. And let’s not even forget about their dreamy captions that just make you want to live the Tunisian dream.

« Chez LYOUM on aime les lignes épurées, les plats épicés et trainer sur la plage tout l’été. On aime les vêtements bien coupés, la cuisine à l’huile d’olive et s’embrasser sous les bougainvilliers. On adore les grandes tablées, les tissus légers et les histoires qui ne se terminent jamais.Notre journée rêvée ? On la commence piano piano en sirotant un petit café serré, bercé par notre playlist préférée. Puis tout s’accélère : on attrape notre dengri et on file en taxi. On va s’arrêter avaler un sandwich tunisien puis un gelato noisette, avant de remonter l’avenue jusque chez Mima. Et elle se termine toujours avec un verre face à la mer; seul, à deux ou avec toute la tribu. » 

Via LYOUM

We believe that we're not the only ones who fell in love with the Brand. LYOUM has now three stores; two in Tunisia (Menzah 1 and Marsa) and one that was recently launched in Paris with occasional successful pop-ups both in London and Paris. The brand received an investment of 500k€ earlier this year from Hazem Ben-Gacem, Co-CEO of Investcorp's, which helped with the international expansion. Besides, they're already making a name for themselves abroad in Europe and the MENA region with the recent launch of their new shop in Paris and making their way to Egypt by collaborating with Mounaya Gallery concept store.

Lyoum isn’t just a clothing brand, it’s a whole creative universe and maybe even a lifestyle. Taxi habibi is the title of their Fall Campaign of 2020. The whole campaign is about the yellow Tunisian taxis that we're already accustomed to. It's perceived as an incredible and original way to promote our culture, our country, and at the same time Lyoum's Fall collection all at the same time.

Through the creative promotional campaign of their Fall Collection, the uprising brand has launched recently a series of discussions done in a taxi with a number of inspiring people whether from Tunisia or abroad each time. During the ride, they would talk about creativity, architecture, food, projects (past and future), and life in general. The destination or where they were heading does not matter but what was the most important is the discussion itself and that taxi talk. The series itself received a good number of positive feedback and got a lot of success. It has hosted so far El Seed, Emna Ben Yedder the co-founder of Centrale Tunis, Rafram, Kais Ben Halima… etc.

To finish off, you can find ours at the moment favorites/recommendations below.

Visit Lyoum's website to discover more about their new collection and much more.