Soukie Modern

Taib Lotfi, founder of Soukie Modern, is of Berber descent from the Idaounidif tribe and grew up in the south of Morocco surrounded by weavers. After studying hotelier management in Marrakech and working at the iconic El Fenn Hotel, he followed his passion for design to build his own brand. Soukie Modern sources vintage pieces from remote tribes and oversees two of their own ateliers where they now craft their own rugs. The brand’s evolution led to a flagship in Palm Springs and, in 2023, a second location in historic Pioneertown behind Pappy & Harriet’s, connecting Morocco’s vibrant craft traditions with California’s desert modernism.