Growing up Egyptian American is a special kind of magic. It’s a story many of us know well, no matter where our roots lie.

One minute you're trying to explain to your friends what a shibshib is for (and why you should be very, very afraid of it), the next you're craving a burger and fries. You live in a world of English mixed with Arabic, of koshari one night and pancakes the next morning. It’s a beautiful blend, but growing up, I always felt like something was missing in the stores: stuff that actually looked and felt like me.

Fast forward a few years, and I see my own two little habibis starting that same journey. That’s when I had my hallelujah moment. If we couldn't find cool, modern, and fun apparel that celebrated our unique identity, we were going to make it ourselves.

Meet Soona & Boosh

First things first: the name. It’s the two people who started it all...my kids! A little bit of my oldest's nickname, Soona, a little bit of my youngest's, Boosh, and a whole lot of love.

And that's what this brand is all about. It's for them, and it's for us. Really, it’s for anyone who feels a wave of nostalgia for a place they may or may not have called home, and who knows that "inshallah" is the best answer to almost any question.

Our whole vibe is creating wearable art that’s Proudly Rooted - style that feels like home, no matter how many places you call home. We mix Arabic, English, and that special "Arabish" in between. It's our unique blend, and we know you have one too. Each design is a little piece of our story, a nod to a shared memory, and a high-five to heritage itself.

Come on in, the Shai is Hot

Whether your story is Egyptian, Arab, American, a beautiful mix of other cultures, or you're simply an ally who celebrates that vibrant, in-between space, you are welcome here. This is for anyone who wants to pass down the good stuff to your little ones, look great at brunch, or just wants a cool shirt that finally tells your story.

Seriously, we're so happy you're here. Welcome to the family.

Yalla, let's get shopping!