Amy Pugsley It isn’t enough just looking for the quality in the products we buy, we must ensure that there is quality in the lives of the people who make them.
– Orsola De Castro
What does Saqhoute mean? Why did you choose this name for your company?
Saqhoute or سكوت is my family name, a region in Nubia and a type of date you find in Upper Egypt. The “Saqhoute” brand is about a journey of self-discovery and identity. The brand represents culture, heritage, and roots and so it was the only name that made sense.
How long has Saqhoute been in business?
The first collection was launched in September of 2018. However, the whole idea and business plan was developed and prototyped during my year in London where I completed an MA in Creative and Cultural Entrepreneurship in sustainable fashion at Goldsmiths, University of London. The brand is a childhood dream that I had since my early teens, where I had started sketching dresses and designed my own school dance dress at 15.
How do you choose your designs? Are they primarily Egypt-centric, MENA-centric, or Globally inspired?
I am inspired by two main aspects, ambitious Egyptian and Arab women who defied stereotypes and have stellar careers and are building loving warm homes for their families simultaneously. Who didn’t have to choose one or the other because they were somehow told they won’t be able to succeed in both. The other source of inspiration is our local and regional culture, heritage and aesthetic we see in all aspects of our lives be it architecture, handicrafts, art etc. While these are my sources of inspiration, we aim to create pieces that are universally wearable and versatile regardless of where you are and what you do.
What do you want people to know about slow production and slow fashion?
Slowness in the fashion industry has been around for quite some time and has been picking up rapidly over the past five years. Slow production and consumption are both concepts that cover all industries, not just fashion. When it comes to clothes, it is essential since it has been reported that the fashion industry is the second most polluting industry in the world following oil and gas. Slow fashion is a mindful and conscious form of creating and consuming fashion.
What inspired you to start a fashion brand with a philanthropic branch?
I had always been both extremely drawn to and skeptical of the way the fashion industry runs. From there, together with my background of growing up in Egypt, the idea of Saqhoute as a sustainable and eco-friendly fashion brand came to be. I believe in the triple bottom line—people, planet, and profit—this is the main direction that we implement at the brand. We want to bring awareness to our consumers about reduced consumption and the importance of it and also show them that they have the power to call for change socially and environmentally through their consumption habits.
