This young Moroccan gets his basement hand-drawn jeans worn by Argentine superstar

Ya Biladi

17-06-2025

Since a young age, El Mehdi El Marrach knew his love for drawing meant something. After long days at school, he would come home excited about what to draw next. His main inspiration? Video games, his second passion after drawing.
«This is truly what I'm passionate about», he told Yabiladi, just one day after turning 25. El Mehdi discovered his talent in first grade and has since dedicated «time and energy» to developing it, even during moments of discouragement.
But school wasn't easy. The Casablanca native struggled to concentrate in class and often fell behind. «I failed my final year of high school three times and eventually dropped out», he recalled. This made it even harder to convince his parents to believe in his dream.
«They didn't understand it, and I don't blame them», he said. «Like most parents, they wanted me to have a stable, conventional career. They were skeptical and worried I'd waste my time on something that wouldn't make money». Despite the pressure, El Mehdi chose to channel his energy into creativity and kept honing his skills.
Not losing track
Having worked all kinds of jobs growing up, El Mehdi eventually took a delivery job to support his art. For the past four years, he's worked 12 to 14 hours a day, earning about 1,500 dirhams a week, almost all of which went toward buying art supplies.
«Sometimes I'd come home from work and go straight to my basement studio to draw. I was afraid of losing my passion or losing focus on my dream», he said.
Two years ago, that passion took a new turn. «I bought a pair of jeans and decided to try something new», he said. «Before that, I mostly did portraits. But I saw a Colombian artist online drawing on clothes, it was trending at the time, and I thought: Why not? I already draw, let's try».
His parents, still unconvinced, asked, «Why would anyone buy hand-drawn jeans?» But El Mehdi had a vision. «I believed there was a market for this», he said.
He started by painting on three pairs of jeans, not to sell them right away, but to test their durability. «I washed them, dried them, corrected mistakes, and learned which colors faded too quickly. I wanted to make sure people could wear and rewash them like regular jeans», he explained.
Soon after launching his Instagram page, El Mehdi found an audience. «When I sold my first pair of jeans through Instagram, I was so happy I cried», he said.
Working from his basement, he focused on bold designs inspired by video games, Japanese animation, and street culture. His work received a major boost when Moroccan pop star Saad Lamjarred contacted him for custom jeans.
«He sent me jeans, explained what he wanted, and liked the result. I made three pairs for him. He wore them, took pictures, and posted them online, which made a real difference», El Mehdi said gratefully.
The exposure, and the payment, allowed him to invest in sewing machines. It was a full-circle moment: as a teenager, he had helped his mother sew pyjamas to sell at Garage Allal. «She's an autoentrepreneur and always told me, 'You'll need this one day.' She was right», he said.
Londra wears El Mehdi
El Mehdi now designs and sews his own jeans, which allows him to reduce production costs and have full creative control. «It's more affordable, and it gives me the freedom to design oversized jeans with space to draw on. Buying them from fast fashion stores was too expensive», he added.
Then came his biggest milestone yet: a few weeks ago, Argentinian rapper and singer Paulo Londra wore one of El Mehdi's jeans during a live concert in Argentina.
«I think he saw the jeans I made for Saad Lamjarred. He followed me, left a comment, and then messaged me. He liked the dragon design», El Mehdi recalled. «He's on tour in Latin America, and I was thrilled».
When the artist placed the order, El Mehdi knew he had to give it everything. «This was my chance to see my creation on stage. That meant so much, because before wearing something onstage, an artist's whole team checks the quality. That was a huge validation».
«Now my parents finally understand my vision», he added, relieved. El Mehdi now plans to expand into T-shirts and jackets, continuing to create and do what he loves most: drawing.