ReFramed began at the end of 2023 with $500 and two founders who were not yet 18. Jason Azzi and Jad Chabtini started the clothing brand in Lebanon during a period of instability and uncertainty, with no company behind them and no industry experience to draw on. The label now ships worldwide.
Learning the Business While Building It
Azzi and Chabtini built ReFramed from the ground up and picked up each part of the business as they went. There was no template to follow and no outside backing to lean on. From the start, the two wanted the brand to carry a story rather than only a product, and that idea has shaped how they have run it since.
Premium Everyday Wear With a Narrow Target
ReFramed makes premium streetwear and everyday wear, and it aims at a specific group of customers rather than the widest possible market. That focus has worked at home. The brand now holds one of the largest shares of Lebanon's local streetwear market, and it is built around sustainability rather than volume.
Orders From 52 Countries
ReFramed ships worldwide and accepts orders from anywhere. The brand counts a country once orders there pass 20, and 52 countries currently meet that mark. It has also worked with internationally recognized artists and DJs, including Francis Mercier, and sales have passed multiple six figures, with that growth coming while both founders were still under 18.
Registered in the UAE, Run From Lebanon
ReFramed is registered in the UAE and run day to day from Lebanon, where the founders are based. A second ground operation in Dubai is planned. A portion of profits goes to charity, and the founders have tied that giving to the sales the brand makes.
Same Two Founders, Same Starting Point
ReFramed is still run by the pair who started it and still built around the idea it opened with. The founders are looking to expand further, with the Dubai operation as the next step. As they put it, the brand is "reframing visions one step at a time."
See the full ReFramed range at reframedclothing.com.
ReFramed
