Travel Journal
Allo Beyrouth
There is a place where the scent of salty sea-air mingles with the sweet aroma of argileh and roasted pistachios. A place where you can navigate the crisp snow amongst the ancient cedars in the early morning, only to put on your sunglasses two hours later on a sun-drenched coastal terrace. This is the Levant of the 1960s.
An era that lives on in our collective memory as a synonym for effortless, boundless elegance. The world converged here. Heavy, brass-bound trunks rolled out of gleaming Middle East Airlines planes, ready to be unpacked in the lavish lobbies of iconic landmarks. The jet set, diplomats, and artists mingled under vibrant, striped parasols. Backgammon was played in the shade of palm trees, the rhythmic clatter of checkers and dice accompanied by the pouring of ice-cold Arak
Yet, we must acknowledge that this "Golden Age" is also a beautiful fragment of imagination, a curated nostalgia. Historically, this glittering coastline and bustling banking district formed a fragile canvas. Just beneath that sun-kissed surface lay the raw reality of a deep social divide. The fabulous wealth of the cosmopolitan elite stood in stark contrast to the struggle of those living outside the golden bubble. It was an era balancing on a thin line between unprecedented prosperity and the unspoken tension brewing in the shadows.
Our collections do not attempt to rewrite history, nor do they claim to capture its full, complex reality. Instead, they embrace the romance of the era as a creative fantasy. We design from a place of appreciation for the aesthetics, the stories, and the vibrant spirit of the Levant, while remaining fully aware of the delicate ground they were built upon. Allo Beyrouth is our tribute to this duality. To a place where the myth of glamour and the raw, human reality held each other in balance.
Each cap in this collection serves as a physical archive of this indelible timeline. Through the artworks made, colors used and the embroidered emblems, these pieces carry the stories of the Levant with them. Wearable fragments of a journey, designed for those who appreciate both the timeless allure of a dream and the raw truth of the places we explore.
Sources & Inspiration: This travel journal was inspired by a month-long independent journey through the region, as well as historical records, essays, and visual culture documented by The Public Source, Aramco World, Middle East Airlines (MEA), and the legacies of the Phoenicia & Saint Georges hotels.
Rocher
The iconic Pigeon Rocks stand as ancient, monolithic sentinels witnessing the Levant’s history. ZUIZ selected a warm, sandy textile echoing the sun-baked stone of these formations and regional architecture. The embroidered emblem captures the raw geometry of the rocks and birds overhead, where the city meets the sea.
Cèdre
The world-famous cedar trees stand high in the snow-capped mountains as ancient emblems of grandeur. ZUIZ translates this majestic paradise into rich, deep-green fabric. The embroidered emblem honors this legacy through a modern lens, depicting the iconic tree’s silhouette as an abstract form seen from above.
Sabah
A tribute to the golden era’s ultimate diva, whose charisma electrified the Levant’s nightlife. Capturing her spirit of renewal, ZUIZ chose a muted orange fabric reflecting the soft, radiant glow of a rising sun. The embroidered emblem honors a generation that lived unapologetically to celebrate life at the crossroads of glamour.
Shams
The fierce Levant sun delivers brilliant light, casting a golden glow over the land. ZUIZ captures this radiant energy in a muted yellow fabric, mirroring the sun’s shimmer across mountains, sea, and olive groves. The cap and its embroidered emblem celebrate this pure light, which dictates the timeless rhythm of every day.
Méditerranée
Reflecting the endless blue stretching along the coast from ancient ports to sun-baked shores, ZUIZ chose a rich blue fabric representing the sea as a gateway of connection. Symbolizing centuries of trade and travel, the embroidered emblem honors the lifeline that has connected coastal sanctuaries to the rest of the world.
Leila
The sultry night, when the city awakens in high-society clubs filled with the aromas of whiskey and Lebanese wine. ZUIZ translates this secretive allure into deep black fabric. The ultimate canvas for mystery. The embroidered emblem captures the rhythm of performers, nodding to the velvet-draped nightlife of the golden era.