SACER began as a response to a system that felt rushed, extractive, and disconnected from real life. Created outside of trend cycles and fast-fashion logic, the brand was built around a simple belief: clothing should be made with care, intention, and respect for both people and the environments it moves through.

The way we consume clothing today is unsustainable, not just environmentally, but culturally and socially. Fashion has become faster, louder, and more disposable than ever. SACER exists to push back against that logic by choosing slower processes, thoughtful design, and a more responsible way of building products and systems.

SACER was founded by May Kassem, a psychologist, and Ali El Nawawi, a medical doctor, who shared a desire to work outside rigid systems and build something more human. Their background in health and advocacy continues to shape the brand’s approach to care, responsibility, and long-term thinking.

The brand is now carried forward by a diverse, international team of young people collaborating across borders. Different perspectives, shared values, and a commitment to building better systems guide the way we work together.

"We weren't thinking of how to turn this into a lucrative business, we wanted to create jobs in humane working environments. When we first started in 2018, none of this environmentalism was sexy or trendy in Egypt or around the world." May and Ali