Anouri is a Morocco-based brand founded by Mohamed Youss. Meaning “back to the source” in Amazigh, it began with the spark of the very first jacket he made from burlap, and has since evolved into a practice rooted in sustainability, craft, and a quietly rebellious spirit.
To understand what shapes each creation, we asked Anouri about materials, process, cultural influences, and the feeling they hope their pieces leave behind.
What draws you to the ideas or materials that spark a new ANOURI ORIGINAL creation?
We’re inspired by materials with history , reclaimed woods, and raw textures. The contrast between heritage and modern form is where our ideas begin.
How do you elevate reclaimed or recycled elements into pieces that feel modern?
We preserve the authenticity of each material while refining it through clean lines and thoughtful craftsmanship, creating balance between raw and contemporary.
Which cultural influences or personal stories shape your designs?
Heritage Moroccan craftsmanship and global design especially African perspectives influence our work. The idea of transformation , turning something humble into something meaningful , is central to our story.
What emotion do you hope people feel?
Connection. Warmth. A sense of presence and character within their space.
A defining moment in your journey?
Hearing how our pieces transform a space and resonate personally with clients has been the most meaningful milestone.