December 11, 2024

S_0ld: The Karali Siblings Redefining Egypt’s Vintage Fashion Scene

Breaking Stereotypes

In a country where wearing second-hand clothing was once seen as taboo, S_0ld has redefined the narrative. Co-founded by siblings Yahya and Aseel Karali, this boutique is leading the charge to reclaim vintage fashion in Egypt. The stigma around vintage—once dismissed as "garbage"—has shifted, making way for bold self-expression through unique, handpicked treasures.

Walk into any party in Cairo today, and you’ll spot vibrant silk shirts, oversized denim jackets, and vintage couture raincoats, many sourced from S_0ld’s Rare Gems Collection.

The Genesis of S_0ld

The idea for S_0ld began with a simple yet rebellious thought: what if fashion could be both unique and personal, without succumbing to the sameness of high-street collections? In 2017, Yahya and Aseel Karali launched S_0ld with one goal: to empower individuality through vintage clothing.

“Individuality is the key,” explains Yahya. “People need to feel like they’re wearing a one-of-a-kind item.” This ethos is what continues to set S_0ld apart.

Curating Unique Pieces

The Karalis siblings go beyond local markets, traveling across Egypt—from the bustling port city of Port Said to remote areas like Safaga and Areesh. They handpick every single piece from shipments, sifting through thousands to find just a handful of treasures.

“We’ve built an eye for the good products,” says Yahya. Explore similarly curated finds in our Vintage Jackets Collection, where timeless outerwear meets modern relevance.

A Personalized Shopping Experience

Shopping at S_0ld is an experience, not a transaction. Set in the Karalis’ own living room, customers browse collections in a warm, personal setting. Loyal clients trust Yahya and Aseel to recommend pieces that suit their individual tastes, creating a bond that’s rare in today’s fashion world.

“We come from a business background,” Yahya says, “but we decided to do everything opposite to what they teach you. We made it friendly.”

Celebrity Endorsement Without the Flash

Despite avoiding flashy ad campaigns, S_0ld has become a staple for Egypt’s fashion-forward elite. Celebrities like Lara Scandar, Jamila Awad, Ahmed Malek, and Asser Yassin have all rocked S_0ld pieces, showcasing their versatility on red carpets and in music videos.

From vibrant silk shirts to oversized coats, their influence in Egypt’s fashion scene is undeniable.

Timeless, Not Trendy

For Yahya and Aseel, vintage is more than a style—it’s a philosophy. “There’s no ceiling because it’s not a trend. It’s always been there,” says Yahya. With an eye for detail and a passion for storytelling, the siblings continue to elevate vintage fashion in Egypt.