All work
Self-initiated concept
SIFR
A concept drop-culture label for Dubai — Arabic numeral heritage cut into brutalist streetwear graphics.
- Industry
- Luxury streetwear
- Location
- Dubai, UAE
- Services
- Brand identity, Campaign design, Short-form content
- Year
- 2026
Concept cover — designed by the studio
Concept
SIFR — from صفر, zero, the numeral the Arab world gave mathematics — is a fictional Dubai streetwear house built on the idea of starting from nothing.
Direction
Concrete, chrome, and petrol-dark photography; oversized numerals as the only graphic; motion design that counts, ticks, and depletes.
Campaign narrative
Every drop opens at zero and counts its own sellout in public — the campaign is the inventory counter, turned into theatre.
Film
Nine-second loops per product: one number, one garment, one hard cut on the beat. Built to be reposted, not just watched.