The Definitive Guide to Living in the Capital , Cairo , Egypt

In the midst of inflation and devaluation, fashion enthusiasts haven’t been able to easily access the latest global trends anymore. As unfortunate as this is, it freed up the floor for local Egyptian brands to shine as brightly as they possibly could. By providing fashion-forward clothing lines of high quality, affordable prices, and accessible to all, the equation was finally balanced. The only downside was the lack of in-store purchasing for the majority of local brands, and that’s where Locally came in to save the day!

Locally, located in New Cairo, is the first concept store to feature only local brands in Egypt. They might seem like any other store, but their ultimate goal goes beyond that. It’s a successful attempt at providing a safe haven for creatives where sellers get to showcase their work for buyers to wear as a form of self-expression.

The store’s sudden success is credited to the rise of Gen Z’s high interest in fashion, as are the co-founders. Youssef El Hawary, Mohannad Saleh, and Mostafa El Sarrag are three friends that joined forces to eliminate the only obstacle the local brand market faces nowadays: an on-ground store. No matter how appealing clothes look, digital shops still aren’t able to give their consumers the full experience of checking the fit, material, and quality. Then came Locally. Not all heroes wear capes, but some wear high-fashion clothes.

As for participating brands, they are shuffled every month, giving buyers a wide selection to choose from throughout the year. For the brand selection process, they are handpicked by the store’s team according to the value of their pieces and the store’s needs at that time. This guarantees that you won’t ever come across a collection that has been hiding on shelves for months. Instead, with every visit, you’ll get to go through a whole new collection from a different set of brands. With that said, all participating brands must be produced in Egypt, from A to Z.

The innovative minds behind Locally wanted to create something that stamps their foot as more than just a clothing store, so two months after their launch, they came up with The Locally Experience, a fashion show showcasing only local brands, which was a first of its kind. It featured a number of clothing lines walking down the runway, accompanied by Egyptian indie performers, DJs, and photographers. The whole event was created and executed by the youth, for the youth.

Most recently, the store announced its collaboration with Flash to express gratitude towards its loyal customers. Flash is a mobile application which eases your payment process by allowing you to cut the queues and scan a QR code at the counter before finalising your purchase with a click. The cardless experience not only saves you time wasted waiting in lines, but with regular use, you get access to discounts and cashback.

Check out their Instagram page here for more details.