“That”: A Streetwear Brand That Speaks Identity

In a world that constantly tries to label you through trends, expectations, or stereotypes, “That” is here to remind you: you define yourself.

Streetwear has always been more than just clothing. It’s a culture, a rebellion, and a way to express who you are. But for too long, the fashion industry has overlooked voices that don’t fit the mainstream mold. “That” is changing that.

Rooted in the energy of Cairo and inspired by the power of Arabic calligraphy, “That” isn’t just about what you wear, it’s about the statement you make. That (pronounced Thaat) means “self”, your essence, your truth, your unapologetic identity.

We design for the outsiders, the creatives, the ones who question the norm. Our pieces feature bold Arabic calligraphy quotes words that inspire, provoke thought, and resonate deeply. Each design is an invitation to embrace your own That, your own journey.

Calligraphy as a Voice: Why Arabic Quotes Matter

Unlike typical streetwear brands that rely on generic logos and graphic prints, “That” speaks through words with powerful Arabic calligraphy quotes that carry meaning.

Arabic calligraphy isn’t just an art form; it’s a visual language, a historical legacy, and a way to preserve wisdom. Each quote we use is carefully chosen to reflect themes of identity, self-expression, and defiance.

These words aren’t random. They’re a mirror to the wearer’s mindset, values, and journey.

Some of the themes you’ll find in our designs include:

• Self-Discovery: Quotes that remind you to embrace your own path.
• Wisdom & Reflection: Timeless Arabic proverbs and poetry.
• Defiance & Strength: Words that empower you to stand firm in who you are.

When you wear “That” you’re not just wearing fashion—you’re wearing a message, a philosophy, a part of your identity.

Cairo’s Influence: Where Past Meets Future

“That” is born from the streets of Cairo, a city where heritage and modernity collide.

Cairo is a place where history speaks through its walls; in the old souks, in the calligraphy adorning mosques, in the whispers of poets whose words still echo centuries later. But Cairo is also a city of rebellion and reinvention. It’s where rap music, street art, and underground culture are rising, where a new generation is redefining what it means to be Arab, and where tradition meets innovation.

This fusion is what fuels “That” We take the wisdom of the past and bring it into today’s world—not in a way that feels nostalgic, but in a way that feels alive, relevant, and unapologetically modern.

A Design Philosophy Rooted in Meaning

Our designs are simple yet bold oversized hoodies, minimalistic t-shirts and sweatpants, and clean aesthetics that let the calligraphy take center stage.

Each piece is crafted with:

• Authenticity: We work with skilled Arabic calligraphers to ensure that every quote is visually powerful and culturally significant.
• Minimalism & Impact: The typography is the focal point, standing alone without distractions.
• High-Quality Materials: Our clothing is designed for comfort, longevity, and everyday wear.

We don’t follow trends; we create meaning.

Who We Design For: The Rebels, the Dreamers, the Thinkers

“That” is for those who don’t fit into a box.

• The Creatives who turn everything they touch into art.

• The Thinkers who seek depth and meaning in what they wear.

• The Dreamers who imagine a world beyond labels.

• The Defiant who refuse to be silenced or confined by expectations.

If you believe fashion should reflect who you are, what you stand for, and where you come from this brand is for you.

More Than Clothing: A Movement of Self-Expression

“That” isn’t just a brand it’s a conversation, a movement, a reminder that fashion can be more than just fabric.

The QR Code: Connecting Fashion to Meaning

Every piece in our collection features a QR code. When scanned, it links to a blog post or article that explains the history and significance of the quote featured in the design.

Why? Because we believe fashion should do more than just look good; it should educate, inspire, and spark thought.

You’re not just wearing a hoodie you’re wearing a story, an idea, a piece of culture.

Sustainability & Ethical Production

We also believe that streetwear should be about more than just hype—it should be about conscious choices. That’s why we prioritize:

• Ethically sourced materials that feel good and last long.
• Local production that supports artisans and creators.
• Limited drops to reduce overproduction and make each piece feel exclusive.

The Future of “That”

This is just the beginning. “That” is growing not just as a brand, but as a cultural movement.

We have big plans for the future:

• Exclusive drops featuring collaborations with Arabic calligraphers, poets, and designers.

• Pop-up events in Cairo and beyond, where fashion meets music, art, and street culture.

• A digital community where creatives can share their stories, designs, and inspirations.

Are You Ready to Wear Who You Are?

Streetwear isn’t just about what you put on, it’s about what you stand for.

At “That” we don’t just sell clothes. We challenge expectations, embrace identity, and redefine what streetwear can be.

So, are you ready to wear your truth? Are you ready to make a statement that goes beyond fabric?

Join the movement. Wear THAT.