Our story

Berber of the desert: birth of a brand

If you ask me the question: "Why Berber of the desert?", I will answer that "Berber of the desert is the sum of a heritage, a dream, encounters, travels, a quest for freedom, as well as a life experience".

A legacy:

Hello to you, dear readers. I am Rachid, the founder of this brand.

Although born in France , where I have lived for 47 years, my roots lie in the south-east of Morocco , in Nsoula , a Berber village in the province of Tata.

This region is characterized by its desert landscapes, its oases, its palm groves, its splendid view of the Jbel Bani as well as by a rich Berber culture and history.

Transmitting and promoting Berber culture has been the central pillar of this brand.

In this photo below, taken in my grandfather's house in Issengaren , I am with my father, who lives most of the year in Nsoula. On the right is my son.

Discover the story of Nsoula .

My grandfather, a cattle breeder, was born in Nsoula , and spent part of his youth there. Then he decided to settle in Issengaren , a village located about forty kilometers south of Nsoula.

According to my father, my grandfather chose this place for his animals because there was good pasture.

He then built his house piece by piece, according to his means, on an isolated slope of the village, with a plunging view of it and of the Jbel Bani, a mountain range.

Issengaren, a small oasis in the desert, is accessible by track⬇︎

In his heyday he had over 3,000 head of livestock, mostly goats.

He had to hire shepherds to help him, and as he got older the flock dwindled.

Grandfather's House in Issengaren ⬇︎

He always lived in vast spaces, and never left his desert.

As for my father, from a very young age, around 7 or 8 years old, his father would entrust him with young goats so that he could take them to graze on the hills.

Then, around the age of 13-14, he no longer wanted to be a shepherd.

So he began to cultivate the land and resell his crops and livestock in the souks of neighboring villages.

Around the age of 25, he had the opportunity to leave his village for other horizons.

It was in the north-east of France that he arrived and made a career in the steel industry.

Another strong influence on the brand is Southeast Asia , from where I drew deep inspiration.

In February 2020 , I set off solo, with just a backpack and a one-way ticket to Kuala Lumpur, Malaysia, with no specific plan.

Other destinations, such as Singapore and Indonesia , came later.

My journey was guided by the encounters I had, as well as by my instinct, which led me to new places.

It was a way for me to recharge my batteries after a desert crossing in life, as we all know.

“Travel is therapy” : I confirm.

Between March and April, the Covid episode arrived and many countries closed their borders, including Indonesia where I was at that time.

I was stuck for five months in Lombok , the neighboring island of Bali , nicknamed "the chili island" or "the island of 1000 mosques".

It has been one of the most beneficial life experiences I have ever had.

I lived in total immersion with the Sasak , an indigenous tribe, in the village of Kuta.

As Asia had inspired me, it was only natural that I returned there to find a place where I could turn my dream into reality .

This time, fate brought me to northern Thailand in June 2023 .

This is where I found the right address and met a fashion designer from Haute Couture .

She has experience with major international brands and runs an artisanal manufacturing workshop committed to respecting individuals and the environment .

My specifications were met, and she agreed to collaborate on my project.

With his expertise and my vision, the first samples were more than convincing.

Now it is time to present to you our first collections of Qamis .

To be continued...