كيف تبني براند مصري بملامح جيل جديد؟ - #061

About this episode

In this episode, we sit down with Amr Kawashti, Co-Founder and Managing Partner of In Your Shoe. In Your Shoe is one of the most unique and recognizable fashion brands to come out of Egypt in recent years. Amr walks us through the brand’s early journey. From placing his first-ever online order for socks, to launching their first product with no background in fashion, manufacturing, or e-commerce, and watching it fail completely.We talk about the challenges of convincing local factories to work with them, how they introduced the concept of an online-first brand to Egyptian consumers, and the mindset behind designing fashion products that express mood and personality. We also dive into how In Your Shoe scaled to a team of over 70 people while maintaining creative voice and brand consistency, and what’s next for their local expansion.Founded in 2018, In Your Shoe now serves thousands of customers across Egypt and continues to grow with a bold, design-first approach to local identity.