Creative Direction:
Streetsavvy reached out to me because they saw something different in my work as an artist. They needed a fresh perspective, and I was up for the challenge. My first collection with them wasn’t just about clothes; it was about creating something I genuinely wanted to wear. It turned out to be a hit, and soon enough, I was brought on as their creative director.
My first task was to define the brand identity. I wanted something fun, edgy, and authentic. That’s where the grunge neon vibe came in – a mix of gritty street style and bold, electric colors. It felt right, and we ran with it.
Throughout my time with Streetsavvy, we kept pushing that vibe, exploring new ways to stand out. The brand grew, the collections evolved, but the core stayed the same: a commitment to something real and unpretentious. Streetsavvy became more than just a brand; it became a part of the street culture, a reflection of those who aren't afraid to be themselves.
Drop 1:
For Drop 1, I dove into my imagination and fused it with a punk rock/grunge aesthetic. It was all about raw, unfiltered expression. Bold graphics and a rebellious edge that felt both nostalgic and fresh. Each piece had its own story, a mix of attitude and artistry that captured the essence of the streets. This wasn’t just fashion; it was a movement, an unapologetic statement that resonated with a crowd craving authenticity and edge.
Vynil Fever:
For the winter drop we focused on Streetsavvy's bestsellers: their vinyls. I crafted a concept that brought the grunge vibe into the daily life of a Pakistani young adult. The shoot was all about blending edgy aesthetics with everyday moments, creating a visual story that was both relatable and bold. The result was a collection that felt authentically Streetsavvy – a seamless fusion of grunge and real-life, making the ordinary feel extraordinary.
artworks
Problem Child:
Next came the Juicy Couture-inspired collection, which was the most fun to design. I called it "Problem Child." At this point, I was obsessed with the Y2K aesthetic and wanted to see it represented in my own way through my artistic lens. The collection was a vibrant mix of nostalgia and modern edge, capturing the playful yet rebellious spirit of the early 2000s. This was for all the brats who cause havoc or are just trying to live their authentic lives. It was all about making a statement, and it truly embodied the essence of being a "problem child" in the best possible way.
Denim Drop
Then came the denim drop. For this, I hand-painted demons onto the pants. At that point, I was fascinated with the idea of inner demons and darkness being represented on the outside. Each piece became a canvas, reflecting the raw, unfiltered struggles we all face. The result was a collection that was both artistic and deeply personal, turning everyday denim into a bold statement about embracing our inner shadows.
Microcultures
“Microcultures” had me feeling legit. It was the first shoot where I was 100% satisfied with the outcome. The collection design was my favorite, involving hand-sketching all the designs, scanning them, and transferring them onto clothes. I also focused on crafting some iconic silhouettes for Streetsavvy. This collection was all about microcultures, inspired by underground streetwear aesthetics. We dove deeper into the idea of inner demons and how embracing them can make you stand out. It wasn’t just about fashion; it was about making a powerful statement and celebrating individuality.
Lost Souls
"Lost Souls" was all about pushing boundaries and exploring new techniques. For this collection, we teamed up with another artist to bring the designs to life. But I wanted the shoot to stand out, so I dove into learning 3D stitching. The result was Ghost shots that perfectly embodied the collection’s theme of feeling like a ghost in your own skin and comfort zones. It was a new frontier in my creative journey, blending technical innovation with deep emotional resonance.