The Ssense of an Ending

Rami Atallah
Former staffers said that Rami’s obstinate leadership played a major part in the company’s downturn: After sales started slipping in the back end of 2024, he became increasingly cost-conscious and leaned further into discounting rather than investing in winning back full-price customers. Photo: Darren Gerrish/WireImage for AnOther x Y-3
Malique Morris
February 24, 2026

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Rami Atallah, the C.E.O. and co-founder of Ssense, didn’t schedule a Zoom last week to commemorate the good news that he and his two brothers, Firas and Bassel, had successfully retained ownership of the Montreal-based company after filing for bankruptcy protection in September. Instead, Rami sent his more than 700 employees an email. “When we first entered CCAA”—the Canadian legal process that allows insolvent companies to restructure—“I asked for your trust, commitment, and focus,” he wrote. “You gave that, and more. I saw integrity, advocacy, and a determination to rebuild. This culture is a primary reason we are in a position to move forward.”