Against All Odds: Fashion Brand Aegis Now Open in Beirut

Despite the ongoing conflict and recent aggressions against our beloved capital, local fashion brand Aegis has opened a new location just outside of Beirut.

Local businesses and brands are committed to the community, drawing on the city’s rich history and culture. Let’s introduce you to this incredible local brand by Assad Haddad that just opened in ABC Dbayeh.

How Aegis was born

“My entire life, I have loved fashion—the colors and the details,” Haddad shares. “I always wanted to be different yet inspiring in my outfits.” After pursuing a degree in architecture and a master’s in design, he spent years practicing his craft. However, the COVID-19 pandemic changed everything.

“During lockdown, I found myself sketching clothing for hours, pouring my emotions into each piece,” he explains. “When the world started to feel safer, I revisited those sketches and thought, ‘Not bad—there are a few things here that can actually work.’”

This reflection led him back to his original vision: “Why am I creating this brand? Of course, I love fashion, but I want to feel empowered, protected, and inclusive when I put on my clothes, even if I don’t have the perfect body. That’s how Aegis was born.”

What does this brand stand for?

Inspired by Greek mythology, the brand takes its name from the Aegis shield carried by Zeus, symbolizing protection and power. The Aegis shield represents the brand’s mission to empower its wearers through fashion. Their collection features bold, timeless pieces that seamlessly blend statement-making designs with everyday wearability.

In the wake of such challenging times, supporting local designers like Aegis takes on even greater significance. The brand stands as a reminder that fashion can be a source of empowerment. “Despite the hard times my beloved country is facing, Aegis is an emerging brand. Whether it’s about the struggles in our country or personal challenges, Aegis is the ultimate shield to be worn.”

You’ll find their new location in the ABC Department Store in Dbayeh on L1 By the Roots (a floor where you can shop from amazing local designers!), and they’re open daily from 10 AM until 10 PM. You can also visit their design office and shop on Blvd. Sin El Fil, from 9 AM until 5 PM.

Make sure to check out their Instagram and website.

You can invest in local fashion brands to help sustain livelihoods. Want to support local? Check out this section on our website.