In 2020, Jade Massaad initiated the remarkable journey of ALKAM, a brand born out of a pressing need in the fashion industry. She identified a distinct lack of accessible, yet high-quality, and timeless apparel that seamlessly aligned with people's lifestyles. Jade was driven by a profound longing for a wardrobe that transcended fleeting trends and instead served as a lifelong, environmentally conscious choice, effectively countering the fashion industry's considerable negative impact on the environment and society.

At the heart of ALKAM's inception was the vision to create garments that not only embodied style but also prioritized comfort, presenting a unique fusion that resonated with the modern consumer. Over the course of the past two years, ALKAM has navigated its journey towards sustainability, growing steadily to become what it represents today. It is more than a brand; it has evolved into a movement. A movement where innovative design, unwavering commitment to sustainability, and affordability harmoniously coexist, revolutionizing the traditional fashion paradigm and inspiring a meaningful shift in the industry. ALKAM is a testament to the belief that fashion can be both conscious and accessible without compromising on style or comfort.