What Casablanca is known for
Charaf Tajer’s après-sport luxury — silk souvenir shirts, tennis-club motifs and Franco-Moroccan sunshine.
Charaf Tajer co-founded Pigalle, helped shape Paris's streetwear decade, then in 2018 built the house that named a mood: Casablanca, after the Moroccan city of his family, dedicated to what he calls "après-sport" — the golden hour after tennis, the silk shirt by the pool, leisure elevated to a worldview. Franco-Moroccan sunshine is the brand's actual material.
The printed silk shirts are the flagship objects: souvenir-shirt geometry carrying tennis clubs, casinos, oranges and Grand Prix fantasies, each season a new postcard. Around them: terry-cloth polos, monogrammed knits, the tennis-club crest hardware, and a New Balance 327 collaboration that put the sunburst on every city's pavement.
Paris-based, LVMH Prize finalist, runway fixture since 2021 — Casablanca scaled fast because the proposition is generous where luxury usually gates: optimism, color, the good life offered rather than guarded. Tajer's bet is that joy travels better than irony, and the sell-throughs keep agreeing with him.
How ORBIS reads this city
Best for — Silk souvenir shirts and tennis-club motifs from Charaf Tajer's après-sport label
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Hand-curated for ORBIS · no paid placement