DROOGS

06/05/2025

touched down in Cairo and turned the city into a movie. For one night only, the techno titan brought his signature heavyweight sound, blending decades of underground heat with the raw energy of Egypt’s rising scene. A masterclass in rave culture from a legend who’s still pushing the needle.

Photography &

30/04/2025

In a world where branding often feels overproduced and overthought, .tiff takes a different approach: “All Branding is made with little to no effort.” This ethos isn’t about carelessness, it’s about effortless cool, a raw and authentic aesthetic that taps into nostalgia while remaining firmly in the now.

Founded in 2024, but years in the making, No Photo’s debut drop is a masterclass in minimalism infused with a heavy dose of early 2000s pop culture. From digital camcorder and VHS-style aesthetics to the iconic baby tee silhouette, the brand leans into the familiar yet refreshing, creating pieces that feel like a throwback and a statement all at once.

No Photo isn’t just a clothing brand, it’s a visual language. The references are intentional, the ex*****on is sharp, and the identity is unmistakable. Whether it’s through grainy filters, Y2K-inspired cuts, or a refusal to conform to overcomplicated branding norms, No Photos is setting its own tone in today’s fashion landscape. Even DROOGS saw the vision, capturing the campaign through our lens, adding another layer to the brand’s raw storytelling.

Check out the latest drop at nophotos.shop and follow along at .tiff to see what’s next.

Creative Director
Photography
Stylist
Faces

05/04/2025

When Cairo’s Total Loss dropped their latest collection, it wasn’t just fashion, it was resistance stitched into every seam. Cut-and-sew, head-to-toe, 1-of-1 pieces built from scratch, .xyz’s newest offering is a war cry for the misfits, the visionaries, and the ones who dare to create in chaos.

Enter DROOGS. The lens, the eye, the crew behind the visuals. We didn’t just shoot the collection; we captured its soul. Where others saw “loss,” DROOGS saw purpose. They translated CTL’s revolutionary ethos into raw, cinematic frames. The energy? Unapologetic. The message? Undeniable.

In a city that doesn’t always give you the tools to win, Cairo’s Total Loss was DROOGS’ total gain.

This collection isn’t just worn. It’s lived.

Creative Direction & Styling .xyz
Photography

30/03/2025

No master plan needed when the vision is clear.

High above the relentless hum of Maadi, stood with and , 30 floors up, repping **kup merch & caps, surrounded by rusting satellite dishes and tangled cables.

But this wasn’t just about standing above the city. For , it was about seeing it differently.

As both the creative force behind the shoot and a subject within it, he wasn’t just forcing a moment, he was living it. Moving through the rooftop chaos, dodging loose wires, chasing the raw energy that makes Cairo’s streetwear scene what it is.

No artificial setups, no forced aesthetics, just a culture that existed long before trends ever tried to define it.

Shot entirely on film by Berlin’s finest Skateboarder explorer .ed , this was a reflection of everything Bassem and DROOGS stand for. *Making something out of whatever the environment gives you.* Expression, not expectation. The streets, not the spotlight. The city gave him the frame, he just had to step into it.

Photography .ed
Creative Direction
Faces
Merch **kup
Caps

28/03/2025

17/03/2025

“Wars begin when you will, but do not end when you please” – Machiavelli
The world is uncertain, and has created it’s own world. Camo prints & army settings paints the vivid picture for their SS23 drop. Captured in the heart of nowhere, Droogs set the scene in capturing a glimpse into the uncertain territory.

Photography
Creative Director & Set Designer Abdullah

14/03/2025

The AVA collection of celebrates the beauty behind the chaos & madness of simply not giving a f**k. Punk & grunge inspired, not being afraid to be provocative by playing on the phrase “a7a”, this collection draws real life narratives of Cairo’s Skate culture, made by Cairo’s Skate culture, shot by yours truly. Building a cult following in the process, Fear2F**kUp non-conforming styling of its collections that are unlike any other local brand have enabled it to become a fast growing trendsetter no matter where it appears.

Creative Director
Photography

11/03/2025

“All Branding is made with little to no effort” is the motto. Founded in 2024, but the idea was long before then, minimalism & 2000’s Pop Culture referencing takes the stage for .tiff’debut drop, from digi cam + VHS settings to the baby tee cut.

VHS Footage & Creative Direction
Editing

10/03/2025

We shot .tiff’ debut collection, where minimalism meets 2000s pop culture with a bold, brash edge. From the stark black cropped logo tee, to the unapologetic I ❤️ Model Hoes tee, the drop reflects Cairo’s party and creative scene, where shock value speaks volumes. All branding, minimal effort, maximum impact.

Photography & Creative Direction
Model Alia Niaz

07/03/2025

Some fear the dark, while others own it. This shoot is where the streets meet the shadows—a world that comes alive when everyone else is gone. Roaming empty buildings and quiet corners, dressed in .xyz, spotlighting the ones who thrive in the night, the ones who move in silence and make their mark unseen. With dark, moody tones and a gritty aesthetic, this shoot captures the essence of the brand and the culture it represents. Because sometimes, the real magic happens when the lights go out.

Photography
Creative Director .xyz

24/02/2025

The streets are what shape our upbringing; we learn from the people we meet along the way, from different places and faces, and the stories we hear on the streets are the ones that stick with us. Street culture isn’t about your social class or appearance; it’s about who you are. We showcase the spirit of the streets in our photo shoot for .egypt. We include relatable details and elements in our shoot, such as motorbikes, soccer, and—most importantly—the people we meet along the way.

Creative Director
Photography
Producer
Athletes