The self-taught (autodidact) designer Artsi Ifrach , an acknowledged master of many unique fashion puns and plays, has taken over the Morrocain fashion industry which pushed him to discover that the act of reconnecting with his Arab culture is the most significant form of historical inspiration and cultural awakening, graciously allowing him to launch his brand Maison ARTC, a brand that captivates the eye and gets you lost between the originality and the standoffish labyrinths, one that is embroidered on pure belonging to the red city ,the fountain of his one of a kind creations.