MAALOUF was founded with a clear mission: to drive positive change in the fashion industry by rethinking every step of the production process. We are a non-seasonal premium underwear and home apparel brand for all genders, created with concern, attention to detail, and empathy.

Behind MAALOUF is Creative Director Mathilde Maalouf, who has a rich background in the Danish fashion scene. Together with her co-founders, she set out to break free from the constraints of traditional production demands — from minimum order requirements to industry pressures.

Instead, MAALOUF focuses on finding new ways and opportunities that challenge the conventional production chain, driven by a shared passion for creating a more responsible and sustainable future.

BACKGROUND —


The Story Behind the Name "MAALOUF" and How to Pronounce It.

The brand name is Mathilde's family name, proudly passed down from her father’s Lebanese heritage.

If you’re unsure how to pronounce it, here’s a little guide:)

— MAALOUF is pronounced: Mah-loof
— Phonetically: /maːˈluːf/
— The "Maa" sounds like the "a" in "father," but slightly extended.
— "Louf" rhymes with "roof."
— The emphasis is on the second syllable: ma-LOOF.