Our story: why “Xrif Cruz”?

It all starts with cruising: gliding slowly along the coast on a stand-up paddle board or a longboard. Cruising became Cruz, and Cruz naturally calls for Santa Cruz, the famous surf town.

But Santa means nothing to the local community. Its local equivalent is “Xrif” (the X sounds like “ch”). It is a word people in the north of Morocco use all the time to call out to someone: “Xrif” for a man, “Xrifa” for a woman, and “Xorfa” in the plural.

Xrif Cruz is a crossroads between East and West: surf and cruising culture on one side, northern Moroccan culture on the other.

A community, not a chain

Behind Xrif Cruz is a community of local supporters. The project was launched by Taha and is now run by another Taha. Everyone who comes by becomes part of the family: welcome to the Xorfa!