About

Alima Darouiche is a fashion designer, model, and the founder of Iffystudios — an upcycling label she launched in 2023 with the mission to redefine the boundaries of sustainable fashion. Her goal is to prove that sustainability can be bold, expressive, and full of character.

Her creative process is driven by intuition. Every Iffystudios piece begins as a thought, a feeling, or a fleeting idea, and takes shape organically throughout the making process. Working with secondhand denim, deadstock fabrics, and forgotten materials, Alima transforms what already exists into something entirely new — garments with presence and purpose.

Iffystudios is more than a label; it's a platform that invites others into the process. Whether through custom designs or collaborative projects, Alima opens up her practice to those who want to bring their own visions to life. The studio becomes a shared space where creativity flows both ways, blurring the line between designer and wearer.

Rooted in eco-consciousness and individual expression, each garment carries a story—shaped by its past, made in the present, and lived in by someone who continues its narrative. At its core, Iffystudios is a celebration of individuality: a space where clothing becomes a canvas for personal stories, and fashion is reimagined as something deeply creative, collaborative, and made to last.