Tshirt line launch in LIFE June 27th 2008
The idea of arabizing t-shirts by adding arabic calligraphy and imagerycreates a friction which in its self is arepresentation of the hybrid identityof arab youth today which is oftenin conflict with its global influencesand its own tradition and identity.
The word 7ob has both an innocent and rebellious connotation withinmodern arab society. This doublemeaning is the framework for thebrand and the designs.
The designs on 7ob t-shirts are often bold and carry diverse styles andthemes ranging from: social commentaryand frustration to sense ofhumor, nostalgia and other visualand abstract imagery.
Many of the designs use slang words and streetsayings using traditional arabic calligraphystyles, which creates asense of irony.
The imagery used are often mundane things from everydaylife that are often taken for granted,however when taken out of its originalcontext and put on the t-shirts,they create a new meaning andsometimes strong messages.
The designs often have open ended meaningswhich represent different thingsto different viewers.
The brand 7ob is a brand that is all about attitude. It is more than a tshirt,its a point of view and a platformfor design and identity.
