{"id":44019,"title":"Our Founder","description":"Interview with our founder","content":"

\"59ltyvj82nm2qxoi5yntlcytajftt5icyq2ffunljeilysny.jpg.jpg?w=1140&z=1.4000000000000004&fx=0.47576895135390657&fy=0.5109860730728124&v=2\"Q: What inspired you to start LiYa?<\/strong>
A:<\/strong> It\u2019s a journey rooted in both culture and resistance. My mother is Egyptian, and growing up, we were often abroad, but she always insisted we spoke Arabic. I didn\u2019t always understand the importance of it at the time, but looking back, I realise it kept me deeply connected to our heritage.<\/p>

One thing I always remember is when my mother wrote a letter to Ahram<\/em>, an Egyptian newspaper, about a statue of a falahah<\/em>, an Egyptian rural woman often depicted as a symbol of the country\u2019s peasant class. For my mother, this statue was more than just an image\u2014it became a metaphor for the strength of the Egyptian mother and her role in raising the next generation.<\/p>

She used that letter to express her frustration that, for the first 15 years of our lives, she couldn't pass down Egyptian nationality to us (only fathers could). She pointed out the irony in how we say \"mother tongue\" and \"motherland\" because the mother is integral to shaping who we are.<\/p>

She didn't have her mother growing up, her grandmother raised her and passed down old proverbs from the past, which I grew up hearing. It\u2019s funny because I didn\u2019t realise then how much that impacted me. These proverbs were not just words; they held wisdom and history, passed down over generations.<\/p>

Q: It sounds like your mum really instilled in you a deep sense of pride for your roots. <\/strong>
A:<\/strong> Definitely. Growing up as someone who is half brown and half white in Egypt, I couldn\u2019t help but notice a strange \"white man complex\" and an obsession with whiteness around me. My mother, who comes from a very traditional and working-class Egyptian background, even found that her \u201cplace in society\u201d shifted simply because she married a white man.

So my mum always made sure we were grounded in our roots. She insisted we spoke Arabic at home and made sure we were never in a bubble, especially in our own country. My upbringing was her way of ensuring we weren\u2019t whitewashed, despite the world around us often leaning in that direction.<\/p>

My father, an anthropologist, played a significant role in that too. Growing up, he not only taught me to view the world through a different lens but also made me aware of the colonial roots of anthropology itself. His perspective opened my eyes to how knowledge systems can be shaped by power dynamics.<\/p>

Interestingly my father has never had any connection to his own country. He never emphasized any link to his heritage, if anything it feels more like he harboured a sense of shame about it. None of us even really speak German, my father\u2019s mother tongue (a language he barely speaks himself). He didn\u2019t teach us to take pride in his cultural background, he\u2019s definitely the least nationalist person I have ever met. Instead, he focused on the history, culture, diversity, and beauty of the Global South, the places he considered more meaningful and rich in their struggles and resilience. These are the places he chose to take us when we traveled, and those lessons and experiences have deeply shaped my worldview.<\/p>

Q: So your upbringing had a lot to do with your path. Any other turning points?<\/strong>
A:<\/strong> Absolutely. During my gap year, I spent some time in Palestine, and that experience changed the way I saw the world forever. I was briefly exposed to the real-world implications of colonialism and Zionism and its ongoing effects. It enraged me and made me realise how deeply colonial history is embedded in the struggles people face today.<\/p>

I then decided to study Middle Eastern Studies, with a focus on neocolonialism. We learned a lot about the impact of colonial powers on the region\u2019s culture, languages, and history. I also realised that the fight for cultural and political autonomy was just as important as celebrating our rich cultural history.<\/p>

Q: How did your passion for culture and language translate into starting a brand?<\/strong>
A:<\/strong> After years of working in journalism, focused on anti-colonialism, anti-imperialism, and stories of resistance in the Global South, I realised I wanted to share the resilience I saw in our own culture, but through joy and beauty, not just struggle alone. I wanted to bring something positive and vibrant to the world. And for me, that was through the culture I grew up with.<\/p>

LiYa was born out of the desire to share that beauty, the art, the words, the energy, without the negative stereotypes that often surround the Arab world. But also to bridge cultures between people, to start conversations, and hopefully have educative ones.<\/p>

I\u2019d say my academic background, time spent in Palestine, and the influence of my parents shaped my desire to create LiYa, a platform where I could not only celebrate my culture, and \u201cours\u201d in all its diversity and unity, but also challenge colonial narratives that continue to shape how the world sees \u201cus.\u201d<\/p>

Q: How did the idea of wearable art and language specifically as a brand come into play?<\/strong>
A:<\/strong> Artists are at the core of what we do at LiYa. Our mission isn\u2019t just to celebrate culture but to provide a platform for the talented voices that bring it to life. Too often, artists from our region don\u2019t receive the recognition or reach they deserve, and I wanted LiYa to change that.<\/p>

Every design tells a story, and the QR codes we include on our pieces take it a step further. By scanning the code, you\u2019re instantly connected to the artist\u2019s page. You can learn about their journey, browse their portfolio, and support them directly. It\u2019s about more than just fashion; it\u2019s about bridging cultures and giving artists the global stage they deserve and hopefully inspiring change through these small, everyday objects.<\/p>

As for language, I\u2019ve always been fascinated by Arabic sayings and proverbs. They carry so much wisdom, and I often found myself explaining them to people who didn\u2019t speak the language. My best friend always made fun of me for it. So I thought, why not take these sayings and put them on something everyone can wear?<\/p>

The T-shirt became the perfect canvas to showcase these beautiful, meaningful expressions that otherwise might go unnoticed. I wanted to create something that sparked curiosity, like a T-shirt that not only looks great but has meaning behind it. Each one carries a piece of culture, a story, and connects people across boundaries. It\u2019s also a way to share something from home in an accessible way.<\/p>

Q: You also emphasise sustainability with LiYa. How did that factor into your decision to start the brand?<\/strong><\/p>

A:<\/strong> I\u2019ve seen firsthand how the Global South suffers not just from colonialism in a political sense but from environmental degradation linked to industrialisation and exploitation.<\/p>

When I decided to build LiYa, we partnered with a supplier that uses organic cotton and renewable energy in the manufacturing process. Their model is circular, products are designed to be returned and remanufactured when worn out, reducing waste and making sure the environmental footprint is minimal. <\/p>

Q:<\/strong> Where do you see this brand going in the future?<\/strong>

A:<\/strong> My mother\u2019s teachings about cultural pride and resistance were my anchor. One of my favorite proverbs she passed down was, \u201cIf you find two fish fighting in the ocean, an Englishman is behind it.\u201d It\u2019s a sharp reminder of how imperial powers have instigated and profited from struggles across the Global South.<\/p>

I think of the wars, the stereotypes, and the lies spewed about the Global South and how imperialism has ravaged our cultures, robbed us of resources, and tried to erase our languages and histories.Through her words, she taught me that reclaiming our stories and resisting oppression were acts of power and self-respect. Her lessons shaped my worldview and deepened my commitment to, one way or another, dismantling the legacies of imperialism.<\/p>

LiYa is about more than clothing, it\u2019s a platform to reclaim what imperialism tried to strip away and to share the richness of our cultures with the world. Through it, I want to create a space where we can be unapologetically proud of who we are and invite others to engage with and support our culture.<\/p>

I also grew up in Southeast Asia, and the areas I lived in there are incredibly dear to my heart. Like the Arab world, they bear the scars of imperial domination: languages suppressed, resources exploited, and systems imposed that continue to shape lives today. Growing up surrounded by that history gave me a deeper understanding of how connected these struggles are across the Global South.<\/p>

In the future, I want LiYa to evolve beyond fashion. I dream of it becoming a broader cultural platform, one that encompasses music, food, and events celebrating the richness of our region and beyond. I want to create spaces where people can come together to experience the art, sounds, tastes, to foster understanding and connection.<\/p>

Eventually, I\u2019d love to expand beyond the Arab world and into other regions of the Global South. To somehow connect us through shared histories of struggles, resilience, humour and beauty. Divisions, rooted in imperial interference, have separated us for far too long. LiYa can be a small step toward bridging those divides and celebrating the strength and creativity that unites us all.<\/p>","urlTitle":"our-founder","url":"\/blog\/our-founder\/","editListUrl":"\/my-blogs","editUrl":"\/my-blogs\/edit\/our-founder\/","fullUrl":"https:\/\/liya-collective.shop\/blog\/our-founder\/","featured":false,"published":true,"showOnSitemap":true,"hidden":false,"visibility":null,"createdAt":1731186574,"updatedAt":1741094285,"publishedAt":1741094284,"lastReadAt":null,"division":{"id":322848,"name":"LiYa"},"tags":[],"metaImage":{"original":"https:\/\/images.podos.io\/tk3hwbnszumw3zqvfw9jcgnspam56qzl2sivs1ikq10kq4ea.jpeg","thumbnail":"https:\/\/images.podos.io\/tk3hwbnszumw3zqvfw9jcgnspam56qzl2sivs1ikq10kq4ea.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/tk3hwbnszumw3zqvfw9jcgnspam56qzl2sivs1ikq10kq4ea.jpeg.jpg?w=1920&h=1440"},"metaTitle":"","metaDescription":"","keyPhraseCampaignId":null,"series":[],"similarReads":[{"id":37969,"title":"Hani AlQam","url":"\/blog\/hani-al-qam\/","urlTitle":"hani-al-qam","division":322848,"description":"Hani Alqam - Profile","published":true,"metaImage":{"thumbnail":"https:\/\/images.podos.io\/4hpebsgk0h3j2cqq0nkxomw7cbecfstlme5jsrfucxlvsxnx.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/4hpebsgk0h3j2cqq0nkxomw7cbecfstlme5jsrfucxlvsxnx.jpeg.jpg?w=1920&h=1440"},"hidden":0},{"id":45703,"title":"Heba \"Hebatallah Fullpower\": A Journey Through Art and Nature","url":"\/blog\/heba-hebatallah-fullpower\/","urlTitle":"heba-hebatallah-fullpower","division":322848,"description":"Blending the vibrancy of urban life with the serenity of nature, Heba \"Hebatallah Fullpower\" is an artist whose creative practice spans from the bustling streets of Cairo to the tranquility of her farm. A visual storyteller with a passion for capturing raw, honest moments, Heba's journey as an artist is deeply intertwined with her surroundings and personal experiences. Her work, whether through illustration, photography, or quirky videos, reflects a rich tapestry of life, loss, and the beauty of the natural world","published":true,"metaImage":{"thumbnail":"https:\/\/images.podos.io\/gic2pofpn0gniaxmg2menfhj4ghtrwtqadfjyu2hnqik3m99.png.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/gic2pofpn0gniaxmg2menfhj4ghtrwtqadfjyu2hnqik3m99.png.jpg?w=1920&h=1440"},"hidden":0},{"id":37977,"title":"Khmagique: An Algerian Artist Breaking Boundaries in Contemporary Art","url":"\/blog\/salim-grim\/","urlTitle":"salim-grim","division":322848,"description":"Khmagique, an Algerian artist, pushes boundaries through provocative graphic and surrealist art, challenging societal norms with wit and boldness.","published":true,"metaImage":{"thumbnail":"https:\/\/images.podos.io\/evjm6vmiivqic9t8swszblfspzvot97xcfrusst3kkzely45.jpeg.jpg?w=1140&h=855&z=1.4&fx=0.40797790939998&fy=0.35714285714286","banner":"https:\/\/images.podos.io\/evjm6vmiivqic9t8swszblfspzvot97xcfrusst3kkzely45.jpeg.jpg?w=1920&h=1440&z=1.4&fx=0.40797790939998&fy=0.35714285714286"},"hidden":0}],"labels":[]}