About
Un écosystème culturel sénégalais : mode, média, hébergement, incubateur, artisanat et événementiel réunis sous une même vision.
Notre vision
Maison DEUGS rassemble six branches complémentaires autour d'une même identité culturelle. Chaque branche est un univers à part entière — mode, télévision, hébergement culturel, incubateur, artisanat local et événementiel — mais toutes partagent la même ambition : créer, transmettre et valoriser la création sénégalaise.
Née d'une conviction simple — que la culture est un pont entre les peuples — Maison DEUGS œuvre à faire rayonner les savoir-faire du Sénégal et de l'Afrique de l'Ouest bien au-delà de ses frontières.
L'écosystème
A fully equipped house for rent, a unique cultural setting in Dakar.
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Maison DEUGS media channel: reports, shows and cultural articles.
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Caravan for the Promotion of African Culture — a non-profit organising cultural events and promoting African culture internationally.
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The talent and creative project incubator of the ecosystem.
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Kaay Xool: a programme promoting Senegalese artisans and their products internationally.
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Maison DEUGS fashion line: collections inspired by African heritage.
Découvrir →Serigne Ibra Fall, founder
Born in Dakar, Serigne Ibra Fall is a Senegalese fashion designer and cultural promoter whose career, for more than twenty years, has served as a true bridge between Africa and the rest of the world. It was in the Senegalese capital that he learned tailoring “the hard way” from master tailors and trained in the traditional dyeing of threads and fabrics, as well as the Senegalese patchwork technique known as Baye Fall — a signature style he continues to incorporate into his collections.
His talent then led him to the world’s leading fashion houses. For more than ten years, he worked as a tailor and dressmaker for Hugo Boss in Germany, where he settled in Metzingen. Over the course of his career, he opened his own ateliers in Dakar, Jeddah (Saudi Arabia), and Paris, refining an inimitable style that blends fabrics and craftsmanship from West Africa and Europe.
Deugs Fashion: A Style Bridging Two Continents
With his label Deugs Fashion, Serigne Ibra Fall creates collections for men, women, and children, presented at fashion shows in both Germany and Dakar. African patterns, elegant damask, hand-woven cotton, and contemporary cuts: each piece tells a story of encounter. “To build a bridge between Europe and Africa”—this is the guiding principle behind his work, hailed by the German press as a “multicultural” endeavor in its own right.
Passing on the Legacy: A Sewing School in Dakar
At the heart of her commitment lies a major project: to build, in her hometown, a training center and a sewing school intended for several hundred young people—boys and girls—to provide them with a real trade. The idea stemmed from a simple conviction: to give street youth and women the means to make a living from their work, by combining traditional dyeing and sewing techniques with skills learned in Europe. The land has been acquired, the plans drawn up, and the project has received material support from the Hugo Boss Group.
CAPCA: African Culture on the International Stage
Serigne Ibra Fall is also the executive director of CAPCA (Caravan for the Promotion of African Culture), an organization he founded to promote West African art and culture around the world. In this capacity, he has notably organized art exhibitions at the Senegalese Embassy in Washington, alongside the ambassador and the First Lady of Senegal; launched the first International Fair for African Integration (FIDIA) in Gabon; and forged lasting cultural partnerships in Brazil, including a gallery dedicated to African artists that is still active today.
From Dakar to Metzingen, from Washington to Rio, his approach remains the same: to create, share, and promote African art, by building bridges between peoples, cultures, and generations. It is this vision that today drives the entire Maison DEUGS ecosystem.