SHAMS didn’t begin in a boardroom or as an idea to simply create another sunglasses brand.
It grew naturally from years spent in the optical world — surrounded by frames, lenses, craftsmanship, customers, and thousands of different designs.
Over time, working with eyewear became more than a profession. It became a passion.
And with that passion came a question:
Why couldn’t we create something of our own?
For decades, when people think about beautiful eyewear, they think about places like Italy and France. We admire that heritage and everything those countries have contributed to the world of eyewear.
But we also believe creativity has no nationality.
We are Moroccan. We come from a country full of color, craftsmanship, sunlight, culture, and generations of people who know how to create beautiful things with their hands and their imagination.
So why shouldn’t Morocco have its own eyewear brands?
That idea became part of the reason SHAMS exists.
We wanted to take our experience in optics and our passion for unique design and turn them into something that carries our own perspective — something born here, with the ambition to belong anywhere.
SHAMS is about creating sunglasses with character. Pieces that feel distinctive, expressive, and instantly recognizable. Not designs made simply to follow what everyone else is doing, but eyewear chosen for people who want something different.
The name SHAMS — شمس — means “sun” in Arabic.
And the sun felt like the perfect symbol for us. It represents Morocco. Warmth. Energy. Confidence. And the idea of seeing the world through your own lens.
We are still at the beginning of our story. But SHAMS was created with one belief at its heart:
Great eyewear doesn’t only have to come from Italy. We can create it here too.
From Morocco, under the sun, to wherever this story takes us.