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where it started

Azul was born from an unexpected spark – a night at an electro music festival in California. I was moving through the crowd, wearing a piece my sister had made, inspired by North African fabrics. What happened next surprised me: people kept stopping me, not just to compliment what I wore, but to ask questions, to share their own stories. Each conversation felt like a reminder of when clothing meant something more – a way to tell who we are, where we come from, how we connect. That night, and many like it, ignited a calling within me. I envisioned Azul: a North African brand rooted in California. Our mission is to share the vibrant tapestry of our heritage through clothing that resonates with authenticity, honors meticulous craft and culture, and fosters a deeper connection – to ourselves and to each other.

What Our Name Means

The name Azul (ⴰⵣⵓⵍ) holds a dual meaning, both incredibly close to my heart. In Spanish, it simply means "blue," a beautiful tribute to the endless Mediterranean skies that graced my childhood in Tunisia. But in Tifinagh, the Amazigh language – the ancient tongue of North Africa's indigenous people – it carries an even deeper significance, meaning both "hello" and "from the heart."

Why We Do What We Do

At Azul, we believe clothing should tell a story. Every piece we create honors the techniques and traditions passed down through generations of North African artisans, carrying the wisdom of hands that came before us. We work exclusively with handloom fabrics, woven on traditional looms by skilled artisans who receive fair wages. We partner with small ethical factories that share our values, creating everything in small batches to ensure quality and reduce waste.

summer 2025

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