{"id":686680,"date":"2026-02-25T00:00:00","date_gmt":"2026-02-25T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2026\/02\/25\/how-homegrown-brands-are-reimagining-egyptian-footwear-production\/"},"modified":"2026-02-25T00:00:00","modified_gmt":"2026-02-25T00:00:00","slug":"how-homegrown-brands-are-reimagining-egyptian-footwear-production","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/02\/25\/how-homegrown-brands-are-reimagining-egyptian-footwear-production\/","title":{"rendered":"How homegrown brands are reimagining Egyptian footwear production"},"content":{"rendered":"

\ud83d\udc5f <\/strong>For the shoe aficionados among us, the market gap is clear: <\/strong>Finding nice, simple, high-quality shoes in Egypt isn\u2019t easy \u2014 and it\u2019s not for a lack of local shoe stores. They are everywhere, with storefronts so crammed that it's difficult to distinguish one pair from the other. If you go the mall route, you\u2019ll find better displays and an underwhelming selection of low-quality imported brands. <\/p>\n

That\u2019s why a handful of new local shoe brands have recently caught our eye. <\/strong>They are attempting to fill a market niche with cutting-edge design and high-quality craftsmanship at prices that are competitive with the lower quality imports currently available on the market. <\/p>\n

EnterpriseAM sat down with two of these young footwear designers<\/strong> to learn what inspired them to enter a challenging sector currently dominated by mass market brands. <\/p>\n

A UC Berkeley architecture graduate, <\/strong>Sole22<\/a><\/strong> founder Hana Ghazi (<\/strong>LinkedIn<\/a><\/strong>)<\/strong> first became interested in shoes during a stint designing store facades at Tiffany & Co <\/strong>in New York. \u201cI took a shoe course that covered everything from sketches to production. I got so into it that on weekends I would find myself going to fabric shops, exploring materials and learning everything I could about the industry. About a year later I moved back to Egypt and started my own shoe business,\u201d Ghazi tells EnterpriseAM.<\/p>\n

Twin Flame<\/a><\/strong> founder Hala El-Sheri<\/strong>f (<\/strong>LinkedIn<\/a><\/strong>)<\/strong>also comes from a design background. <\/strong>A Parsons graduate, El-Sherif split her time between Paris and New York \u2014 two cities she credits with developing her design aesthetic. \u201cWhen I was in New York I took an elective called shoe construction and I absolutely loved it. By the time I got to my senior year in Paris, I knew that shoes were going to be my focus,\u201d El-Sherif tells us. <\/p>\n

<\/p>\n

\n

A modern approach to traditional manufacturing<\/p>\n

Egypt's domestic footwear sector currently satisfies <\/strong>60-70% of market demand<\/a><\/strong>, according to Chairman of the Board of Directors of the Egyptian Chamber of Leather Industries Gamal El Samalouti. Local production is distributed across approximately 170-200 manufacturing facilities. Most of these establishments are small-to-medium-sized operations, predominantly run as independent, single-owner businesses rather than large, branded corporate groups.<\/p>\n

In addition to factories and mass market products, many artisanal shoemakers continue traditional leather shoe production by hand. <\/strong>These skilled craftsmen serve niche markets and preserve heritage techniques.<\/p>\n

The current market landscape makes it challenging for small, independent, design-led brands to break through.<\/strong> \u201cIt was only after months of due diligence and factory visits that I began to comprehend the barriers to entry in this sector,\u201d said Ghazi. \u201cThe big factories are only interested in mass production, so if you want to manufacture on a small scale you have to [work] with the small workshops, which requires being very hands-on at every stage of the production process,\u201d she added.<\/p>\n

Despite the prevalence of shoe manufacturers in Egypt, there is very little innovation. <\/strong>\u201cThey all have the same lasts, the same shapes, and the same techniques that have been passed down for generations. Introducing anything new is often met with resistance,\u201d said El-Sherif. <\/p>\n

The availability of materials is also an issue.<\/strong> \u201cThe leather and the lasts in Egypt are great, but I find it difficult to find good quality soles, and the method used to attach the sole to the upper \u2014 glue instead of stitching \u2014 is also lacking,\u201d said Ghazi. <\/p>\n

Both Twin Flame and Sole22 currently outsource their manufacturing. <\/strong>El-Sherif hopes to have her own small production facility soon. \u201cIt\u2019s difficult to protect my designs and control the quality and delivery timelines as long as I\u2019m fully outsourcing.\u201d <\/p>\n

\n

Branding and social media<\/p>\n

For the up-and-coming shoe brands, building a strong digital presence is a central component of their business model.<\/strong> Founders are investing heavily in cultivating a social media presence that reinforces their identities as contemporary, design-clever footwear rather than generic resellers, and that has played a major role in capturing the attention of their target customer.<\/p>\n

\u201cOur social media is our storefront.<\/strong> It's the storytelling platform of our brand. Our strategy focuses more on creating a brand world rather than selling. My last photo shoot was in New York, for example, where it all started,\u201d said El Sherif. <\/p>\n

Sole22\u2019s instagram feed uses a mix of clean photography and videos that often include the founder herself. <\/strong>To coincide with Ramadan, they launched a 15-episode<\/a>video<\/a>series<\/a> called \u201cPeople of Craft,\u201d which spotlights Cairo\u2019s traditional artisans.<\/p>\n

\n

Look and feel is everything<\/p>\n

Another area that Ghazi and El-Sherif have meticulously cultivated is branding and packaging. <\/strong>An avid matchbox collector, El-Sherif designed her shoe box to open like a matchbox. The name Twin Flame itself was inspired by matchboxes.<\/p>\n

\u201cWhen I receive packages, I like to feel that there\u2019s a special touch,\u201d <\/strong>explains Ghazi. \u201cI tried to make sure that Sole22 offers a premium unboxing experience. I wanted everything from the color of our shoe box to the little piece of leather with our logo on our dust bag to feel elevated.\u201d<\/p>\n

\n

Future growth potential?<\/p>\n

Estimates for Egypt\u2019s footwear market vary \u2014 but even conservative figures show hundreds of USD <\/strong>mns<\/strong> to <\/strong>bns<\/strong> in total annual sales across all categories. <\/strong>A substantial market size means there\u2019s room for specialised segments to carve out space alongside mainstream players. Independent brands like Sole22 and Twin Flame that are leveraging social media to sell directly to consumers have quickly made a name for themselves without investing in massive physical networks. <\/p>\n

Where do they see themselves going? <\/strong>Ghazi hopes to have a physical Sole22 store in the near future, while El-Sherif hopes to see Twin Flame expand regionally. Both agree that the potential is huge and that early signs are showing that the market gap they are addressing is hungry for more. <\/p>\n

(** Tap or click the headline above to read this story with all of the links <\/strong>to our background as well as external sources.)<\/p>\n","protected":false},"excerpt":{"rendered":"

Homegrown brands like Sole22 and Twin Flame are reimagining Egypt\u2019s footwear sector by bridging the gap in quality and design<\/p>\n","protected":false},"author":1,"featured_media":686681,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12422],"tags":[12499,8651,633,203,1546],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-686680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-after-hours","tag-after-hours","tag-business","tag-enterprisepm","tag-entrepreneurship","tag-lifestyle","wpautop","entry"],"acf":{"mongo_id":"7d9fa76c-762a-4052-a2e9-efa37b42f8db","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/2\/1514.jpg","photo_position":"above","homepage_title":"","full_issue_title":"How local designers are stepping into Egypt\u2019s footwear market gap","related_issue":[686675],"teaser":"Homegrown brands like Sole22 and Twin Flame are reimagining Egypt\u2019s footwear sector by bridging the gap in quality and design"},"yoast_head":"\nHow homegrown brands are reimagining Egyptian footwear production - 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