HUMA Beste Zeybel Anwar Bougroug Marrakech


The Scandinavian-Moroccan brand, bougroug, is a contemporary genderless/unisex fashion, accessories, and lifestyle label established in 2017 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. Working with craftspeople, we control every aspect of production, helping us keep stock at a minimum.

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 offering free youth mentorship programs to our community.

Our founder, Anwar Bougroug, was listed as one of Africa’s most influential people under 30 years by Forbes in 2020.

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

Shop here.