December 9, 2024 – South Kensington, London
London is now home to the world’s first 100% organic Egyptian cotton men’s undergarments brand, KHAM, which is opening officially to the public on December 9th in London’s affluent South Kensington on Brompton Road. Making its debut in London, KHAM is a pioneering brand in the men's underwear market, specializing in 100% organic Egyptian cotton where comfort, sustainability and luxury go hand in hand. Their current product line includes premium quality undergarments from briefs, boxers, and trunks in 4 different colours to crew neck and v-neck undervests and tank tops in 3 different colours. Future product line extensions include socks, joggers and hoodies.
An Egyptian home-grown brand, the name "Kham," meaning "pure," reflects the brand's commitment to sustainability and eco-friendliness. By sourcing high-quality materials, Kham aims to offer a product that is not only comfortable but also environmentally responsible. This innovative approach positions Kham as the first brand of its kind globally, emphasizing both quality and sustainability in men's underwear. The brand’s logo and colour pallette are inspired by Egypt’s expansive White Desert, where limestone is a main natural feature, and its rich heritage.
General Manager at KHAM, Laila El Helaly, comments, ‘We are incredibly excited to see the brand launch here in London. KHAM has been a culmination of nearly 10 years of intensive R&D and curation so it feels surreal to see it in the hands of its first customers!’ She adds, ‘We really wanted to offer something different and novel, giving homage to KHAM’s Egyptian roots but also being socially responsibly and respectful to the planet with the use of sustainable 100% organic materials.’
KHAM has partnered with global leading brands in the men’s underwear space to curate the collection and ensure best practice and quality control in its complete end-to-end design and manufacturing process. Egyptian cotton is superior due to its inherent strength and exquisite softness, which lends itself nicely to curating a collection that is both comfortable and luxurious. The product designs include subtle yet premium details such as the use of Mother of Pearl in the buttons on the boxer shorts.
KHAM will be open for a limited 3 months period with special discounts on offer for first customers so be sure to pay them a visit. With Christmas around the corner, we couldn’t think of a better stocking filler gift! Prices start from £11.99 for single boxer shorts up to £35 for multi-packs.
You can find KHAM at 278-280 Brompton Road, South Kensington, London SW3 2AB.
For enquiries, further comments, or to arrange an interview please contact nevine@vcommarketing.co.uk
A selection of images can be found HERE
EDITOR’S NOTES
About KHAM
KHAM is a Bee Group brand and is a collaboration with SEKEM, an Egyptian company specialising in sustainable development since 1977, and top notch manufacturers Naturetex and Wagdy Moamen.
BEE GROUP
Like a beehive, Bee Group is not single-minded but a structured unit of subsidiaries scoping 5 vast sectors shaping a prominent conglomerate within the fields of trading, fashion, construction, development of major governmental projects & smart solutions for events and vital facilities, aiming to venture into uncharted waters to deliver state of the art services in our vast spectrum of economic investments.
SEKEM
SEKEM was founded with the idea of sustainable development and giving back to the community. Sustainable development towards a future where every human being can unfold his or her individual potential; where mankind is living together in social forms reflecting human dignity and where all economic activity is conducted in accordance with ecological and ethical principles.
NATURETEX
Founded in 1994, Naturetex is a certified organic textile company and a key subsidiary of the SEKEM Group of Companies. Our core mission is to produce superior quality organic textiles, upholding the highest standards of social and environmental responsibility.
WAGDY MOAMEN
Founded in the early 1960s, Wagdy Moamen stands as a premier textiles, fabrics, and garments manufacturer in the region. Renowned for its commitment to quality, service, and innovation, Wagdy Moamen distinguishes itself by owning the entire supply chain, encompassing design, sourcing, production, logistics, and distribution.
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