Originally focused on trendy socks, In Your Shoe has since expanded to bless our Instagram feed with quirky bucket hats, graphic tees and 70s fanny packs.
overwhelmingly cool ‘outfit of the day pic’ (commonly referred to as OOTD) that almost instantly activates a rather unique pheromone in our bodies - gen Z envy. Rhyme... *completely* intended.
In Your Shoe is pretty much the main purveyor of our cool-kid envy. While the brand is now known for quirky bucket hats, graphic tees and 70-esque fanny packs, it originally focused exclusively on socks. Hence the brand’s name.
“I’ve always had a thing for cool socks, and then I found out that my friend and now co-founder, Amr Kawshti, shared a common interest in socks with trendy designs. We used to buy them abroad because there wasn’t a market for them in Egypt back then,” co-founder Ezz Tarek tells #CairoScene. “Eventually, as lockdown rolled in, no one really cared for socks anymore, so we started producing our first apparel piece: PJoys. We didn’t know how people would receive a socks brand making clothes, but they actually sold out within a few days”.
Ever-dynamic and always adapting to trends, In Your Shoe proved to be super receptive to their customers’ demands. As the summer of 2018 rolled around, they started making bucket hats and fanny packs. Eventually, they added tees, jackers, pullovers, hoodies, and robes to their collection in the winter of 2020, officially becoming a sock-brand-turned-general-apparel shop.
Having only started as an online Instagram store, their constant evolution saw their expansion into a website-based online store, and eventually, a physical store in City Center Almaza in December 2018.