“Today we are given these great opportunities and tools, like Instagram, to make business faster and stronger” This is how Youssef Hotait sees the expansion of the digital age. Not as a way to exploit, but as a way to express ones’ personality and individuality, as a way for businesses to expand, grow and network. Youssef knows first-hand what it’s like to live in the eyes of social media, as well as expanding his fast-growing company. Here is what we discovered about Youssef Hotait.



Tell us a bit about you and your background.

I was born in 1986 in Beirut, Lebanon. When I was four years old I moved with my family to Hamburg, Germany, because of the civil war in my homeland. I have three brothers - two older and one younger. New achievements, new life.

It was a tough and hard time for our family. To escape from that, I painted all my childhood. We couldn't afford much at these times but my mother sent me to a private art school when I was 7. From that day on Art was my passion, followed by fashion and aesthetics. After I finished studying I started to work in the luxury fashion industry. I worked for brands like Giorgio Armani, Jill Sander and Dolce & Gabbana. When I was 30 years old I changed my life and started to fulfil my dream. To own a global mens underwear brand. I´m the designer and the founder. 

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