لوطي - The Origin Of Louteh Explained by the Founders
"One day, we had just created a skirt and were looking for a name to baptize it. That's when Khaled suggested 'Louteh'. We looked at each other for a few seconds, both knowing what this word could evoke. Indeed, 'Louteh' is an insult that is often used in the Middle East to stigmatize queer individuals or those who do not conform to the heterosexual norms of society.
It's a term that some people use without even knowing its true meaning. Originally, 'Louteh' comes from the character of Lot in sacred texts. In Genesis and the Quran, Lot fights against the crimes of the people of Sodom, which are often misinterpreted to include homosexuality.
It was at that moment that we decided to appropriate this word to give it a positive and committed meaning. So, we trademarked the name Louteh and started working to de-stigmatize this word, as explained earlier in the project.
Ultimately, Louteh represents a struggle against discrimination, prejudice, and stereotypes."
We are motivated by the desire to break gender stereotypes by encouraging the acceptance of new styles of clothing for men. We believe that men should be free to wear skirts without fear or hesitation, just as women have proudly worn pants since the early 20th century.
Although Louteh primarily targets men, aiming to empower them further against a heteronormative society, Louteh advocates for everyone's freedom to wear what they want, regardless of gender, and without concern for the judgment of others.
In the 18th century, it was considered very masculine to wear a pink suit with floral embroidery. In the 20th century, pink had connotations of high social status. In ancient Egypt, men wore makeup to assert their masculinity.
The Romans used pigments for their cheeks, powders to lighten their skin, and painted their nails with pig fat and blood. Today, the modern nomadic man of the Wadape tribe spends hours applying makeup and styling his hair to impress the female population.
In the 1980s/1990s, crop tops worn by heterosexual men like Will Smith, Mark Wahlberg, were considered hyper trendy.
Not to mention that for centuries, many traditions and cultures have men wearing skirts. This goes to show that the perception of a man being masculine and virile can encompass images beyond those imposed by our upbringing.
There is nothing wrong for a man to wear a skirt if that is his desire!
Even though our pieces primarily target men, aiming to empower them further against a heteronormative society, we encourage every individual, regardless of who they are, to wear whatever they want without worrying about the judgment of others!
The Louteh label is a project initiated by the creative duo Khaled and Kraiem, aimed at joining the revolt against fast fashion and discrimination.
It is in their registered Parisian workshop, 413lier, that they drew the ambition to rethink the fashion industry.
Therefore, sustainable development and craftsmanship are at stake, declaring a gender, a style, and a know-how that are uniquely theirs.
No Waste, Just Transparency in Our Production Process
Due to the negative impact of the fashion industry on the environment, we have committed to rethinking the sector by adopting a sustainable approach that meets the expectations of our customers. To achieve this goal, we strive to limit waste by sourcing materials from suppliers and fashion houses looking to dispose of them, including upholstery fabrics and small quantities of fabrics from French couture houses.
We design clothing models in limited quantities using all reclaimed materials to give them a second life. If necessary, we purchase materials on a small scale. To combat fast fashion, we mainly produce on demand, limiting production to a maximum of five pieces per model depending on the available fabric yardage, reducing the storage of clothing and fabrics.
We are also in the process of developing a made-to-measure service to provide an alternative to overconsumption. We will not have seasonal collections but will regularly offer new items made in our Parisian workshop, Atelier 413.
Our Performances
In order to promote our values, it is crucial to share our work with the public. For example, during the monumental exhibition of the work of Jeanne-Claude & Christo on the Place de l'Étoile, Louteh co-founder Kraïem, along with a friend of the founders, walked and posed around the Arc de Triomphe, attracting the interest of passersby.
This approach allows us to offer our own interpretation of the work of the Franco-Bulgarian couple while explaining our work to the public. Many people approach us to inquire about our clothing, the fashion and textile industry, or even about a man walking barefoot in a dress at the end of the Champs-Élysées.
We take this opportunity to raise awareness about the environmental and social dangers of fast fashion and to present our work as an alternative to clothing overproduction.