by Stephen Garner

CasablancaHere is a new brand to put on your radars when thinking of adding newness to your store: Casablanca.

This new Parisian menswear brand has officially launched with a new après-sport concept by French Moroccan creative director Charaf Tajer. The debut collection, dubbed Casablanca Tennis Club, is the brand’s spring/summer 2019 collection, which is available now.

For Tajer, who is known for his involvement with French brand Pigalle and Parisian hot spot Le Pompon, Casablanca is effortless elegance that epitomizes his interpretation of new luxury. The city Casablanca, where Tajer’s parents met and where he spent his summers as a child, evokes childhood memories of what vacations and getaways feel like.

CasablancaManufactured in Casablanca, Morocco and designed between Paris and Casablanca, the debut collection consists of t-shirts ($60), silk shirts ($625), terrycloth tracksuits ($450), and tailored suits ($890).

A curated selection of the first collection will be available for purchase on and the full collection will be available for purchase at in November. Other retailers to pick the brand up in its first season include Maxfield’s, Alchemist, Browns and United Arrows to name a few.