Cheb Moha : Shabab International

  April MayJuneFull episode linksNot every brand starts with a blueprint some start with identity. Cheb Moha is an Iraqi creative who grew up between Libya and Canada, a true third culture kid who felt that mainstream streetwear never fully reflected his identity.In 2014, alongside early support from his sister, he developed the concept for Shabab International a sports and streetwear brand inspired by the Middle East of his youth. What started as an idea abroad found its footing in the UAE, from a factory in Ajman to a retail space in Alserkal Avenue.Shabab is more than a label it’s a personal expression of Moha’s world, influences, and obsessions.Originally conceived in Calgary, the brand was born out of a search for representation something that felt familiar yet entirely new.Beyond fashion, Moha is also a multidisciplinary artist, working across photography, music, and poetry.With global recognition already in motion, including being worn by Dua Lipa, Shabab continues to expand its presence with eyes on cities like Dubai, Kuwait, Riyadh, Tokyo, Tunis, and New York.