The ethnik story
How it started
Our Story
ethnik was born in 2020 during the COVID lockdown. Far from home and stuck in France, a longing for Morocco inspired the exploration of old photographs through drawing and painting. What started as a personal experiment soon became a discovery of a new creative path. Today, every piece is thoughtfully designed and entirely made in Morocco, celebrating the country’s rich culture and artisanal heritage in a modern way.
The Founder
Alia Benjelloun
She is the founder and creative director of ethnik, a brand that celebrates the authenticity and cultural richness of Morocco through contemporary, handcrafted objects. An architect trained at the Architectural Association School of Architecture in London, Alia draws inspiration from the people, landscapes, and patterns that shape her homeland, translating them into unique collections where each piece tells a story and showcases local craftsmanship.
At ethnik, she oversees the entire creative process, from design to production, ensuring that every creation reflects the brand’s aesthetics and values: craftsmanship, social sustainability, and the beauty of Moroccan cultures. She also leads collaborations and drives the brand’s strategy both nationally and internationally.
From hands to hands.
Our Values
At ethnik, our values guide everything we do. Rooted in authenticity, respect, and human connection, we create with cultural sensitivity, ethical practices, and social responsibility. We celebrate Moroccan craftsmanship, diversity, and collective creativity, ensuring every design honors the people, stories, and traditions that inspire it. By combining transparency, inclusiveness, and sustainability, Ethnik transforms cultural heritage into meaningful, contemporary creations that positively impact artisans, communities, and the environment.
Our Process
Our creative process begins with open dialogue and narrative, allowing ideas to remain fluid and unconstrained. Through exploration, we draw on diverse perspectives to uncover potential and align intuition with strategy. Stories, values, and intentions are interpreted as open material, encouraging discussion and multiple readings. Finally, concepts are brought to life through sketches, mock-ups, and material experiments, making ideas tangible, testable, and fully communicable.
Caring for People and the Planet
Sustainability
Sustainability is at the heart of ethnik. Our products are made-to-order to reduce waste and packaged plastic-free, while also supporting local artisans, preserving traditional skills, and creating fair employment. For us, caring for the environment and fostering social impact go hand in hand.