Hamila launches own-brand fashion label

Tina Milton

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Hamila Duty Free has introduced its own-brand luxury menswear line Your True Heritage at its new diplomatic store near Tunis Carthage airport

Hamila Duty Free has launched its own-brand luxury menswear line Your True Heritage at its new diplomatic store near Tunis Carthage airport. Your True Heritage is a luxury brand designed for “elegant, classy and classic gentlemen”. Hamila confirmed it intends to extend the range to womenswear, childrenswear, leathergoods and accessories.

The brand name takes its inspiration from the story of Hamila Duty Free as CEO Tarek Hamila’s father Yassine Hamila established the company in 1983. In 1999, Tarek inherited the business and each initial of the Your True Heritage brand is representative of the brand’s history – Y for Yassine (Tarek’s father and son), T is for Tarek and H is for Hamila. The logo of the brand is a tree to represent a family tree.

The company said: “The range of products we offer for the moment is classic luxury menswear and we started with shirts and ties. The main characteristic of our brand is that it offers the same clothes for the father as for his son [in their respective sizes] in order for them to be alike and for the son to identify with his father.”

The advertising campaign represents a happy family and the harmony between three generations of men - the grandfather, father and son. “To stand out from the classic generation photos where the grandfather is usually the “old man” with grey hair and wrinkles, we chose to have a young and dynamic grandfather, who would be viewed as a young, dynamic and active man."