Elias Audy presents a sweatshirt with the slogan "10452 km2, not one less." (Photo taken from his Instagram account)
Elias Audi, a 17-year-old Lebanese high school student based in Boston, understood well what many expatriates express: homesickness is a real ailment that even frequent trips back home cannot cure.
Since carrying Lebanon in your heart is not enough, the homeland must envelop you, hold you in its arms, keep you warm, tell you stories. It needs to give you a sign, speak to you, be written on your back, on your chest.
And so you allow yourself that thrill when someone recognizes you as Lebanese and you feel a little better. That's where his idea was born: to create a small business called Lebanon Apparel, inspired by American Apparel, the casual clothing brand born out of the laid-back lifestyle of LA.
Elias hadn't intended to create an international street wear label. He merely wanted to offer Lebanese students and other expatriates a little extra recognition, a visibility that brings together people who struggle to talk about their shared nostalgia. No workshop, store or even knowledge of design, marketing or sales.
He learned it all on his own, operating from his student dorm room. "I had no experience in fashion or business. I just wanted to create something that would make Lebanese people all over the world proud of their roots," he told journalist Adella Beaini in an interview published on his Instagram page.
"Lebanese Republic," reads one hoodie in French, English and Arabic, featuring the official cedar tree striped like a fingerprint, in a layout imitating the Lebanese passport cover. "Beirut" is written on the chest, and everyone knows the effect the city's name has — the strength and magic it evokes. Another reads in English: "She said, it’ll be me or Lebanon. Sometimes, I miss her."
Elsewhere, a garment displays a number every Lebanese knows by heart: "10,452 km², not one less." "Be proud" is emblazoned on a silhouette of the map of Lebanon. Made from thick cotton, the sweatshirts are of superior quality.
"I want people to know how warm and loving the Lebanese are. I want them to see the beauty that still exists in this country, despite the hardships. Lebanon isn’t just the headlines. It’s a country full of life, pride and strength," says Elias, whose faith in his country is contagious. So contagious, in fact, that his small business has spread to every corner of the earth.
Thirty-three countries are already caught up in Lebanon Apparel mania, which, at this stage, is no longer just a clothing brand but a true rallying cry.
Elias simply wanted to "celebrate his heritage," but he ended up embodying it. He is invariably moved on university visits when he sees students wearing his creations. This feeling of unreality drives him to further develop his initiative and strengthen it.
But his concept is very concrete, rallying a whole generation of Lebanese proud of their identity and happy to display it.
This article originally appeared in French on L'Orient-Le Jour.
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