You know that feeling when you're walking down a Toronto street and suddenly catch a familiar scent from home? Or when you hear your language being spoken by strangers and feel this instant connection?

That's what SM3 is about.

I'm Ismail, and I've been carrying Morocco in my heart since I moved to Toronto. Born in Kenitra, where football was life and creativity lived on every corner, I thought I'd left all that behind when I immigrated. Turns out, you don't leave your culture behind. You become its voice in a new place.

Here's what I've learned: When diaspora communities wear something that truly represents them, magic happens. It's not just clothing anymore. It's belonging made visible.

I spend my weekends with the most incredible mix of people at Penya Blaugrana Toronto. Salvadorans, Ecuadorians, Colombians, Indians, Moroccans... all of us united by football, all of us carrying stories from home. And I kept thinking, why isn't there clothing that celebrates this? That honors who we were while celebrating who we're becoming?

So that's what SM3 does now.

I don't create designs in isolation and hope they work. I sit with communities. I listen to stories. I understand what home means to different people, because honestly? I'm figuring out what it means to me too.

My promise is simple: Every piece starts with a real conversation. Every design honors a real heritage. And we never, ever pretend to understand a culture we haven't lived.

From Kenitra to Toronto, from Sunday matches to everyday life... this is where your heritage meets your future.

💚 ⚽

Ismail El Idrissi