Brompton Road in South Kensington now hosts KHAM, a revolutionary brand specializing in men’s organic undergarments. The brand’s debut in London marks a significant milestone as it brings premium Egyptian cotton to the forefront of sustainable fashion. With a range of products that includes woven boxers, briefs, tank tops, and under vests, KHAM sets itself apart as a pioneer in blending comfort, luxury, and eco-consciousness.
Exclusive Launch Event Celebrates Egyptian Heritage
The launch party for KHAM was a star-studded affair. Guests included Egyptian Consul in London, H.E. Mohamed Abulkheir, and Chelsea influencer Alexander Mytton, known for his role in Made in Chelsea. Attendees enjoyed live music from Rebecca Poole, who captivated the audience with her award-winning track “Take it Easy!” and Netflix The Crown’s hit, “Can’t Take My Eyes Off of You.”
Co-founder Laila El Helaly shared her excitement: “Seeing KHAM come to life in London is surreal. The positive feedback has been overwhelming, and we look forward to seeing how the brand evolves here.”
H.E. Mohamed Abulkheir added: “It is a proud moment to witness an Egyptian brand enter the UK market. With Egypt’s rich natural resources, particularly our exceptional cotton, KHAM’s sustainable and eco-conscious approach is a remarkable achievement.”
Chelsea’s Alex Mytton remarked: “I was thrilled to attend KHAM’s opening event. Egyptian cotton is unparalleled in quality, and the brand’s commitment to organic production makes it even better.”
Design Inspired by Egypt’s White Desert
KHAM’s flagship store reflects its Egyptian roots through a minimalist interior inspired by Egypt’s White Desert. The clean lines, elegant florals, and storytelling visuals transport visitors to this breathtaking natural landscape, known for its pristine sand dunes and limestone formations. The name “KHAM,” meaning “pure,” encapsulates the brand’s dedication to sustainability and eco-friendliness.
The Excellence of Egyptian Cotton
KHAM collaborates with global leaders in men’s underwear to ensure top-tier quality and design standards throughout its production process. Egyptian cotton, celebrated for its strength and softness, forms the core of KHAM’s luxurious offerings.
The current collection features:
- Boxer shorts, briefs, and slips: Available in four colors.
- Tank tops and under vests: Available in three colors.
Future expansions include socks, joggers, and hoodies, promising an even broader range of sustainable men’s fashion.
Unique details, such as the use of Mother of Pearl buttons in the boxer shorts, emphasize the brand’s commitment to elegance and premium quality.
Sustainability at KHAM’s Core
KHAM’s mission revolves around sustainable fashion. From utilizing organic Egyptian cotton to eco-friendly production practices, the brand positions itself as a leader in responsible luxury fashion.
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