Heesho, a new fashion brand created by Noor Hesham Selim—son of the late Egyptian actor Hesham Selim—aims to empower transmasculine individuals through inclusive clothing and personal expression.
In a pioneering move for the country and the region, Noor Hesham Selim, a prominent Egyptian trans man and son of the late actor Hesham Selim, has announced the launch of Heesho, the first clothing brand in Egypt specifically designed for transmasculine individuals.
The announcement was made via Noor’s official Instagram account, where he introduced the brand’s identity and shared emotional tributes to his late father.
“This is Heesho,” the launch post reads. “A brand named after my dad—my best friend, my backbone, and my style icon.”
The post included nostalgic photographs of the actor during his youth, capturing him reading, laughing, and enjoying quiet moments by the beach.
Heesho carries the slogan “All boys welcome”, reflecting its mission to offer stylish, affirming clothing to those often left out of mainstream fashion.
The full launch of the brand is expected in the summer of 2025.
In his announcement, Noor wrote:
“After a little over a year of work – I’m launching my brand for transmasculine people. For anyone who’s ever felt overlooked. This is for you.”
He added, “Let’s change the standard together,” encouraging followers to support and share the initiative. Heesho will be active across social media at @heesho.co.
A Legacy of Courage and Visibility
This development follows a watershed moment in Egyptian media history.
In May 2020, during an appearance on the popular talk show Sheikh El Hara and the Bold on Al Kahera Wal Nas TV Channel during Ramadan, actor Hesham Selim publicly revealed that his son is transgender.
The announcement marked one of the first times a high-profile Egyptian figure openly supported a trans family member.
The disclosure sparked significant public interest and debate, with search engine queries about Noor and gender transition in Egypt exceeding 200,000 shortly after the episode aired.
In response to the attention, Noor and his father later appeared on the German owned and Arabic speaking Channel DW’s TV show Jaafar Talk, where they discussed the challenges faced by the transgender community in Egypt.
Noor spoke openly about the bureaucratic hurdles in changing legal documents, which often affect access to employment and public services.
He also addressed the mental health struggles many transgender individuals endure, urging resilience and hope over despair.
“No matter how harsh the world seems, suicide is not the answer,” Noor said during the interview. “We need to confront rejection with strength and self-acceptance.”
Their public appearances helped highlight the importance of family support and created a new narrative around acceptance in Egyptian households—a narrative Noor now continues through fashion.
Since Noor Hesham Selim first appeared in the public spotlight, videos and interviews featuring him have garnered over 20 million views across social media platforms, a number that reflects both the visibility he brings and the growing interest in trans issues in Egypt and the Arabic speaking world.
This widespread attention has helped spark essential conversations around transgender rights and representation in the region.
Noor has also received public support from prominent figures, including celebrated Egyptian actress and singer Youssra, a long-standing cultural icon in Egypt, North Africa, and the broader Middle East.
Married to Noor’s uncle and a close presence throughout his upbringing, Youssra publicly expressed her pride in Noor, stating: “I am so proud of Noor.”
As Heesho prepares for its official debut, Noor Hesham Selim’s message is clear: visibility, affirmation, and inclusion matter. And through his brand, he is carving out space for those who have long been made to feel invisible.
