Daily Paper Takes AFCON to Marrakech with Hassan Hajjaj's KECH UNITED

The Amsterdam-based brand returns to the continent for a month-long celebration of football, art, and African diasporic culture

Daily Paper is heading to Morocco. The Dutch fashion brand, known for championing African heritage through its collections and community activations, has partnered with Moroccan artist Hassan Hajjaj for KECH UNITED—a cultural programme running throughout the African Cup of Nations tournament at Hajjaj's JAJJAH Salon & Gallery in Marrakech.

The collaboration kicks off December 20th, transforming the gallery into what the organizers are calling a "cultural hub" that blends football screenings with exhibitions, talks, performances, and DJ sets. It's a fitting venue: Hajjaj, often dubbed "the Andy Warhol of Marrakech," has spent decades documenting North African pop culture through his vibrant photography and installations.

At the centre of KECH UNITED sits a 20th-anniversary exhibition of Andrew Dosunmu's The African Game (2006), a photographic series capturing African football fan culture and its visual language. The Nigerian-born photographer and filmmaker's work aligns with Daily Paper's storytelling approach—both focus on the aesthetic energy of African youth communities and the cultural weight of everyday rituals.

"Morocco holds a deep meaning for me," says Abderrahmane Trabsini, Daily Paper's co-founder and design director. "Cities like Marrakech are endlessly inspiring, places where colour, culture and community are woven into everyday life."

Daily Paper's involvement includes a pop-up shop inside the gallery, music programming between matches, and a limited edition drop. The brand is positioning these as "gradual" moments rather than a single event—something to discover organically rather than consume in one go.

This isn't Daily Paper's first time activating on the continent. The brand has previously run pop-ups and community initiatives in Nigeria, South Africa, and Ghana, building on its mission to engage with African creativity directly rather than at a distance. The KECH UNITED partnership extends that strategy, anchoring the brand's presence during one of Africa's biggest sporting events.

Additional programming includes "The Black Supermarket" by Art Comes First and Marché Noir Lome Paris, artist talks with Hajjaj, Mous Lamrabat, and Dosunmu, plus discussions with youth organizations. The activation runs through February, overlapping with the 1-54 Contemporary African Art Fair.

Football has always been a unifying force across the continent—KECH UNITED is banking on that energy to pull together art, fashion, and community in one space. For Daily Paper, it's another step in a long-term relationship with the continent that informs everything the brand makes.