Casatlantic is a niche lifestyle brand inspired by the cultural richness of mid-century Casablanca.
We design and tailor cotton trousers in Casablanca, the city where our family originates from and lived for more than four centuries before leaving motherland to settle in France, Sweden and the U.S.
I founded Casatlantic with one man in mind - my grandfather Elie. He was born in Casablanca, Morocco under french protectorate in 1930.
Growing up in the 1940's during the strong presence of global military forces, such as the Americans and the french, he developed an interest for tailored uniforms and military clothing. Outfits he'd seen in American movies starring Clark Gable, Humphrey Bogart and Errol Flynn to name a few, were now seen daily on the streets of Casablanca.
His mother, in order to make a few extra dirhams, would offer a laundry service to military personnel, at time also doing repairs. Seeing this as the ideal opportunity to get his hands on some of the coveted items, he decided to "borrow" the occasional garments for him and his friends.
At the end of World War II and the withdrawal of military forces, they would wear the clothes and wander the streets of Casablanca dressed like G.I's and Legionnaires in khaki uniforms and boiler suits. If garments required adjustment, a visit to a local tailor would have the desired effect.
Liking the fit and cut of military clothing, my grandfather would visit his local tailor more frequently and have trousers and jackets tailored for him, slowly building up a wardrobe inspired by what he saw on people that came to Casablanca from across the Atlantic.
/Nathaniel Asseraf, founder
Elie Asseraf to the left with a childhood friend.
Photo taken under the arcades of Boulevard de la Gare, Casablanca, 1946.