CasablancaLaunched on October 31, 2018, the newly minted label Casablanca has an interesting concept – après-sport. And the term après-sport suggests, it is a line of clothes that is worn after playing your favorite sport.

The debut collection, Casablanca Tennis Club exudes an effortless elegance that epitomizes designer Charaf Tajer’s definition of new luxury. Manufactured in Casablanca and designed between Paris and Casablanca, the debut collection consists of t-shirts ($60), silk shirts ($625), terrycloth tracksuits ($450), and tailor 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 include Maxfield’s, Alchemist, Browns and United Arrows to name a few.

As for the label’s name “Casablanca,” it is because it’s the city where Tajer’s parents met and where he spent his summers as a child. Casablanca evokes childhood memories of what vacations and getaways feel like.