The Veer – luxury ethical fashion in the heart of Cairo.
THE VEER is a sustainable luxury concept store established as a partnership between the WOMENOVATION FOUNDATION and ALEXBANK (Intesa Sanpaolo Group). The two entities are partners in the development cooperation project “Promoting Innovation in Sustainable Apparel” which launched in January 2024. The project aims to support and grow the local sustainable fashion industry to achieve industrial economic growth and contribute to reducing the massive environmental costs caused by fast fashion (third most polluting industry globally).
The Partnership
Over the last decade, ALEXBANK has demonstrated exceptional commitment to empowering local artisans, preserving Egypt’s rich cultural heritage, and promoting sustainable economic development. ALEXBANK actively supports local artisans and craftspeople in Egypt through its flagship initiative, “Ebda3 Men Masr” (Arabic translation for “Creativity from Egypt”). Launched in 2016, this initiative aims to promote the Egyptian creative economy and preserve diminishing national crafts. To date, it has supported over 5,000 artisans across all Egyptian governorates, with 90% of beneficiaries being women and 60% youth.
Comitted to a similar mission, the WOMENOVATION FOUNDATION supports the creative economy with a focus on designers and providing them with adequate tools to promote their work and elevate their business to meet global standards. Given the crucial role of the design inustry in generating economic opportunities for artisans, the focus of both institutions complements the other. THE VEER is among the project’s strategic outcomes serving as an effctive tool to promote Egypt’s talents locally, regionally and internationally.
THE VEER’s Model
Given WOMENOVATION being the implementing partner, THE VEER operates as a non-profit concept store present in an e-commerce format as well as an actual store in Cairo’s Downtown within the magnificent Art Deco vibes of the annext at the historical Cinema Radio in Talaat Harb Street. Your shopping experience at THE VEER is a unique indulging luxury experience for you, a guilt-free experience with the lowest possibe environmental harm and an economic contribution to local designers and artisans. With more purchases, you are supporting Egyptian brands grow globally and you are creating green jobs especially for women.