bougroug morocco illustration


The Scandinavian-Moroccan brand, bougroug, is a contemporary genderless/unisex fashion, accessories, and lifestyle label established in 2016 by Anwar Bougroug.

Our products are handmade in Morocco by skilled and committed artisans and craftspeople using age-old techniques and skills past down to them by their ancestors. Inspired by Morocco’s effortlessly bohemian spirit, blended with Scandinavian functionality and sense of style – both cultures that continue to inspire the founder, Anwar – our collections are true staples for everyone from curious travellers to stylish nomads. We offer handmade fashion, jewellery, leather bags and home décor.

Our goal is to create collections of exquisite quality and timelessness that can stand the test of time. At the same time, we strive to push forward conversations around sustainability, gender equality, and sexuality through our product design and brand positioning. Part of this commitment is our enduring empowerment of the artisanal community that we work with closely through paying of fair wages, ensuring decent work environment and skill acquisition programs.

As a sustainable and forward-thinking brand, we do not believe in fast pace fashion. That is why our collections are named «EDIT X», where X is the number order of collections as we release them. We believe a collection is an edit and a reflection of the time we live in, and we are convinced that some things in life should transcend time and season. That’s why all our products are simultaneously available at any given time.

We are based in Stockholm, where our head office is and in Marrakech, where our production office is.