About the Brand

Shoug Al Fardan is an Emirati fashion designer, founded her eponymous brand SHOUG, shortly after graduating from Parsons School of Design in New York, 2017, with a bachelor of fine arts degree majoring in fashion design.

Conceptual Minimalism // Deeply focused on process and insight. Progressive designs are striped back to their fundamental form delivering function with beauty.

Reconstructing Heritage ‘Re-Culturing // "Cultural preservation" of Emirati heritage serves as the root for new ideas that are deconstructed before being given a modern contemporary feel.

Slow Fashion // Consciously and intelligently designed for slower production, supporting fair wages, lower carbon footprint and (ideally) zero waste.