A NEW PARISIAN MENSWEAR LABEL, CASABLANCA BY CHARAF TAJER

Charaf Tajer, a 33-year-old French Moroccan creative director has launched a new an après-sport concept, premium Parisian menswear label Casablanca. Tajer has had hands in elevating French brands like Pigalle and Le Pompon, a well-known club in Paris where Virgil Abloh first DJed. The concept for the collection is an effortless style that oozes elegance, an interpretation of Tajer defining his own found new luxury.

Nostalgia plays a really important aspect for Tajer in the debut collection in the sense that the city of Casablanca is where his parents met and a majority of his childhood summer holidays was spent there. A priceless memory he transends to the collection giving it vacation and getaway silhouette. “I mean, Casablanca to me is always a word that sounds like a vacation,” explains Tajer.

The S/S 19 debut collection is titled ''Casablanca Tennis Club'', a title Tajer doesn't really agree with as being labeled as sportswear or as streetwear. “I think streetwear is the time we are in. . . . I think this is a big frame that we are in, but I would say that Casablanca is a menswear brand,” as he strongly stated.

The collection is manufactured in Casablanca and designed between Paris and Casablanca. Prices for the debut collection which includes T-shirts (around $60), tailored suits (about $890), and silk shirts (about $625).

Another standout piece and the brand's classic is the tracksuit which is made using a high-quality proprietary cotton. As far as Tajer is concerned the tracksuit is uniform and he uses to make a point of “how to be elegant with a simple outfit.'' He continues ''At the end of the day, I just think beauty really matters. I believe that luxury today is not really a matter of price. I would say that luxury is more defined by a set of mind and [culture], that a type of knowledge and a type of curation could sometimes be more luxury than something more expensive,''

  The brand's website CASABLANCA.COM holds the curated selection of the first collection which is available now to shop. Also head over to SSENSE.COM for the chance to purchase the full collection. Other retailers such as MAXFIELD'S, ALCHEMIST, BROWNS & UNITED ARROWS hold the collection.