Out of cardboard, paper, passion and glue, one of Lebanon’s most intriguing up-and-coming brands was born last year in the midst of the country's economic crisis.
“We built it from scratch,” say Fouad Naccache, 28, who, along with Hassan Malle, 29, are the creative minds behind Foux.
The brand made its debut with a unique line of genderless handbags designed to “elevate any look”.
“We were sitting on the balcony when we grabbed some cardboard and created a prototype of what is now our bestseller,” says Naccache. “We knew when we constructed that bag exactly what our vision for the brand would be. And we went for it.”
Having worked in interior design and architecture respectively, Naccache and Malle found their calling after completing their studies in luxury brand management. The duo joined forces, quit their full-time jobs and poured their heart and soul into a small business that has since flourished.
“We wanted to share something of our own design with the world, something that looks like us and reflects our identity,” says Naccache.
Coming from the French term “foux”, which translates as crazy, the name is fitting for a brand that was launched in the midst of Lebanon’s economic crisis. The outcome, say the designers, has also been much better than expected, as they never expected their home country to be one of their biggest markets.
“It was so inspiring to us and it pushed us to keep going. Despite all the odds, Lebanese people did everything to support us and support our business, and we couldn’t be more grateful,” Naccache says.
Lebanon is currently facing one of the world’s worst economic crises since the 1850s, according to the World Bank. The Lebanese pound has lost more than 90 per cent of its value, pushing almost three-quarters of the population into poverty. The situation has been exacerbated by the coronavirus pandemic, electricity cuts, supply chain shortages and a banking crisis that has locked up depositor funds.
Despite all the odds, the Lebanese people did everything to support us and support our business, and we couldn’t be more grateful.
Fouad Naccache,
co-founder of Foux
“We took a huge risk and launched our business at one of the worst times Lebanon has ever seen,” Naccache says. “But we followed our guts, and we are forever proud that we started from home and expanded.”
Despite the odds and challenges, Foux was able to launch six sleek bag designs over the course of a year. From clutches to belt bags and crossbody pieces, each of the models comes in a number of vibrant and eye-catching colours. The brand ships internationally, with points of sale in Dubai, Nigeria, Cairo and Doha.
With plans under way to establish a global presence, the men behind the brand have their eyes set on an even bigger picture: giving back to the planet. Foux takes pride in being vegan, sustainable and ethical, three values the founders take to heart.
“We all have an individual responsibility to protect our planet,” says Naccache. “It is everyone’s duty to help in any way to give back to the Earth.”
From manufacturing to packaging, Foux products are eco-friendly, causing minimal harm to the planet or its inhabitants.
“Fast fashion may be the trend now, but slow fashion will soon take over, as it should,” Naccache says.
While Foux’s values will remain unchanged, its trajectory is versatile. While bags will continue to be a Foux staple, the founders are keen to introduce other items to the roster that align with their identity.
“As we speak, we’re currently experimenting and exploring to see where we can take our brand in its second year,” says Naccache.
In the meantime, they are relishing a reality that once seemed unattainable.
“It all happened very fast,” says Naccache. “Never would we have thought that one year could change our lives for ever.”
BORDERLANDS
Starring: Cate Blanchett, Kevin Hart, Jamie Lee Curtis
Director: Eli Roth
Rating: 0/5
UAE currency: the story behind the money in your pockets
If you go...
Etihad Airways flies from Abu Dhabi to Kuala Lumpur, from about Dh3,600. Air Asia currently flies from Kuala Lumpur to Terengganu, with Berjaya Hotels & Resorts planning to launch direct chartered flights to Redang Island in the near future. Rooms at The Taaras Beach and Spa Resort start from 680RM (Dh597).
Frankenstein in Baghdad
Ahmed Saadawi
Penguin Press
Our family matters legal consultant
Name: Dr Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
MATCH INFO
Uefa Champions League, Group B
Barcelona v Inter Milan
Camp Nou, Barcelona
Wednesday, 11pm (UAE)
Women & Power: A Manifesto
Mary Beard
Profile Books and London Review of Books
Benefits of first-time home buyers' scheme
- Priority access to new homes from participating developers
- Discounts on sales price of off-plan units
- Flexible payment plans from developers
- Mortgages with better interest rates, faster approval times and reduced fees
- DLD registration fee can be paid through banks or credit cards at zero interest rates
The biog
Siblings: five brothers and one sister
Education: Bachelors in Political Science at the University of Minnesota
Interests: Swimming, tennis and the gym
Favourite place: UAE
Favourite packet food on the trip: pasta primavera
What he did to pass the time during the trip: listen to audio books
if you go
The flights
The closest international airport to the TMB trail is Geneva (just over an hour’s drive from the French ski town of Chamonix where most people start and end the walk). Direct flights from the UAE to Geneva are available with Etihad and Emirates from about Dh2,790 including taxes.
The trek
The Tour du Mont Blanc takes about 10 to 14 days to complete if walked in its entirety, but by using the services of a tour operator such as Raw Travel, a shorter “highlights” version allows you to complete the best of the route in a week, from Dh6,750 per person. The trails are blocked by snow from about late October to early May. Most people walk in July and August, but be warned that trails are often uncomfortably busy at this time and it can be very hot. The prime months are June and September.
UAE currency: the story behind the money in your pockets
ULTRA PROCESSED FOODS
- Carbonated drinks, sweet or savoury packaged snacks, confectionery, mass-produced packaged breads and buns
- margarines and spreads; cookies, biscuits, pastries, cakes, and cake mixes, breakfast cereals, cereal and energy bars;
- energy drinks, milk drinks, fruit yoghurts and fruit drinks, cocoa drinks, meat and chicken extracts and instant sauces
- infant formulas and follow-on milks, health and slimming products such as powdered or fortified meal and dish substitutes,
- many ready-to-heat products including pre-prepared pies and pasta and pizza dishes, poultry and fish nuggets and sticks, sausages, burgers, hot dogs, and other reconstituted meat products, powdered and packaged instant soups, noodles and desserts.
MATCH INFO
Uefa Champions League, semi-final result:
Liverpool 4-0 Barcelona
Liverpool win 4-3 on aggregate
Champions Legaue final: June 1, Madrid
Formula Middle East Calendar (Formula Regional and Formula 4)
Round 1: January 17-19, Yas Marina Circuit – Abu Dhabi
Round 2: January 22-23, Yas Marina Circuit – Abu Dhabi
Round 3: February 7-9, Dubai Autodrome – Dubai
Round 4: February 14-16, Yas Marina Circuit – Abu Dhabi
Round 5: February 25-27, Jeddah Corniche Circuit – Saudi Arabia
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'THE WORST THING YOU CAN EAT'
Trans fat is typically found in fried and baked goods, but you may be consuming more than you think.
Powdered coffee creamer, microwave popcorn and virtually anything processed with a crust is likely to contain it, as this guide from Mayo Clinic outlines:
Baked goods - Most cakes, cookies, pie crusts and crackers contain shortening, which is usually made from partially hydrogenated vegetable oil. Ready-made frosting is another source of trans fat.
Snacks - Potato, corn and tortilla chips often contain trans fat. And while popcorn can be a healthy snack, many types of packaged or microwave popcorn use trans fat to help cook or flavour the popcorn.
Fried food - Foods that require deep frying — french fries, doughnuts and fried chicken — can contain trans fat from the oil used in the cooking process.
Refrigerator dough - Products such as canned biscuits and cinnamon rolls often contain trans fat, as do frozen pizza crusts.
Creamer and margarine - Nondairy coffee creamer and stick margarines also may contain partially hydrogenated vegetable oils.
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