Hisham Oumlil was born into a family of merchants in Casablanca, Morocco. From an early age, he was inspired by the mix of traditions, rituals and aesthetics — Moorish and Western — flowing through the country’s architecture, interiors, music, dress and cuisine.

After a decade in the retail fashion industry in San Francisco and New York — working for brands such as Krizia, Versace, Hermes, and Loro Piana — Hisham began an apprenticeship in 2004 under Master Tailor Rocco Ciccarelli; developing his vision and working to make tailoring more youthful and relevant to contemporary life. Upon that foundation, he launched his menswear line in 2006 with a show during New York Fashion Week.

His work has been featured worldwide — appearing in prominent publications like GQ, GQ Style, Vogue, Details, Vanity Fair, and L'Officiel Hommes to name a few... The brand has frequently been worn by a number of distinguished men in the film, art, and music industries, both as private clients as well as in editorial features.

In 2008, Hisham received the FGI fashion award in New York for emerging talent in menswear and had the honor of being highlighted in Patricia Mears’ book American Beauty: a historical survey on the innovations of prominent American fashion designers.