
Founder Mohanad Shami
By Mohanad Shami
As I stepped off the train in Groningen, I felt an unfamiliar sense of calm. My name is Mohanad Shami, and I have been living in the Netherlands for ten years. Growing up, I was immersed in my family’s denim business, City Wear, where I worked as a designer, created samples, and led production lines. Fashion wasn’t just a job, it was a way to express creativity, tell stories, and connect deeply with people. It became part of my identity, flowing through my veins.
In 2012, my life changed drastically. My name appeared on the military reserve list, and I faced an impossible choice. My father, with tears in his eyes, urged me to leave Syria. “It will only be for a short time,” he reassured me. But in my heart, I knew it would be much longer. As I said goodbye to my mother, I feared it might be the last time I saw her. Now, thirteen years later, that fear has become reality. I still long for the day when I can embrace my family again.
My journey started in Turkey, where I dreamed of joining relatives in the UK. But smugglers betrayed my trust, leaving me penniless and stranded. That period was filled with uncertainty and fear, as I struggled to find my footing in a foreign land. After a year of working in Algeria’s water well drilling industry, I returned to Turkey to work with my uncles. Yet, I felt a pull to continue my journey. Europe beckoned as a place of hope and possibility.
In Germany, I found temporary refuge but felt disconnected and lost. A turning point came when my mother sent me a childhood photo. In it, I was wearing a sweater adorned with the Dutch flag and Amsterdam houses. This image stayed with me, becoming a beacon of hope. I knew I had to reach the Netherlands.
Arriving in Groningen, I experienced something profound, a sense of inner peace that I hadn’t felt in years. The Netherlands felt like a place where I could rebuild my life. I moved through several cities, from Groningen to Gilze en Rijen, Katwijk, and finally Maassluis. Each step was a lesson in resilience. I dedicated myself to learning Dutch, volunteering at a local food bank, and contributing to my community. Though I worked briefly in robotics, I knew my heart belonged to fashion. The spark that had guided me since childhood was still alive.
Enrolling in a fashion program in Rotterdam was both exciting and intimidating. I hadn’t studied in a decade, and the thought of pursuing education in a new language was daunting. But I reminded myself of my passion and embraced the challenge. Over the course of three years, I discovered not just my skills but also my resilience. The program gave me the confidence to pursue my dreams and, unexpectedly, led me to my wife.
Our love story began when she commissioned me to design a theatrical suit for a performance. What started as a professional collaboration blossomed into a deep personal connection. Today, we are blessed with our son, Kayan Adib Shami. Every time I think back to the photo of the Dutch sweater, I’m reminded of the journey that brought me here and the new life I’ve built.
Just two days before my wedding, I received an unexpected call from Stefan. He spoke passionately about creating meaningful projects in fashion that could make a real difference. His vision of working with Syrian artisans and reinvesting profits into their communities resonated deeply with me. At first, I was cautious, unsure of where this collaboration might lead. But as we shared ideas and dreams, I realized that our partnership could be transformative.
Over the past three years, Stefan has become more than a business partner, he is a friend and a brother. Together, we founded Shami Family, a brand that goes beyond commerce. It’s a mission to connect the Netherlands and Syria, to create opportunities for Syrian artisans, and to rebuild lives with dignity and purpose.
The journey hasn’t been without challenges. From the devastating earthquake in Aleppo to the heartbreaking loss of my brother, Adib, we have faced immense trials. Yet, these hardships have only strengthened our resolve. When Stefan visited Aleppo after the earthquake, his presence brought hope to a community that felt forgotten. He met artisans, listened to their stories, and reminded them that they are not alone. This visit was a powerful testament to our shared commitment to making a difference.
Today, Shami Family stands as a symbol of hope, resilience, and love. Our work is about more than fashion; it’s about restoring dignity and building a future where beauty and opportunity thrive hand in hand. As we continue this journey, we carry with us the belief that Syrians don’t ask for charity, they ask for a chance to stand on their own feet.
To everyone who has supported us, shared our vision, and believed in our mission: thank you. Together, we can create something truly meaningful—a bridge between cultures and a testament to the power of perseverance.