Arabic script grabs attention and sometimes even concerned stares from the public. An Alphabet that carries a negative connotation caused by the media. 28 letters misread. Countries mistreated. A whole culture, misunderstood. Habibi - a beautiful word in Arabic that means sweetheart. A statement fashion brand with the aim to destigmatise Arabic script. Result: Over 10'000 products sold in over 20 different countries in less than a year. All started with a budget of €0.