This time, we introduce the emerging brand Omar Afridi, available at FASCINATE KYOTO (Kyoto Kawaramachi), which is based in London and explores the relationship between craftsmanship and materials through its creations.

The brand, born from the collaboration of two young Japanese fashion designers active in London, masterfully integrates contrasting elements into their clothing. These pieces stand apart from existing brands with their unique charm, resonating with fashion enthusiasts worldwide due to their perfect yet delicate craftsmanship.

In this article, we will delve into the appeal of Omar Afridi through its brand concept, characteristics, and design foundation, hoping to introduce many readers to the world of Omar Afridi.

About Omar Afridi

Omar Afridi is a unisex brand based in London, founded in 2019 by Afghan designer Omar Afridi and Japanese designers Tensou Ichimori and Jun Kikuta.

While embracing the traditions of Afghanistan, Omar Afridi rebranded from its predecessor, "LEON BARA," leveraging the visionary perspective of Omar Afridi. In 2018, the brand took a new direction under the founder's name, establishing itself as "Omar Afridi."

Carrying forward the technical design and sewing expertise developed under "LEON BARA," Omar Afridi incorporates the innovative design sensibilities of Tensou Ichimori and the aesthetic vision of creative director Jun Kikuta. Together, they create clothing that embodies a fresh and unique perspective.

Who are the Designers Behind the Brand?

Omar Afridi, who had been active in London for about three years with the brand "LEON BARA," discovered the exceptional talent of Tensou Ichimori, who completed his master's degree in spatial and fashion design at Musashino Art University.

Ichimori, who had won an award for his graduation project, met Afridi by chance through a mutual acquaintance.

Ichimori’s prior experiences as a backpacker, during which he visited London to search for materials, also played a significant role in their meeting.

In 2018, "Omar Afridi" was established, and from the 2019 SS season, Ichimori officially joined as a designer.

Later, Ichimori’s long-time friend from his student days, Jun Kikuta, joined the team, completing the foundation of what Omar Afridi is today.

Ichimori and Kikuta’s relationship began when Kikuta held an exhibition.

They had also worked together part-time, forging a close bond. Kikuta, who had gained experience as a stylist assistant since high school, shared a mutual interest in studying fashion in London with Ichimori.

After the establishment of Omar Afridi, Kikuta broadly structured the collections and styling based on themes decided by the duo.

Ichimori, in turn, created patterns and added detailed techniques, developing the designs collaboratively.

This partnership results in a seamless blend of cultural inspiration and modern design, pushing the boundaries of conventional fashion expression.

The combined diverse experiences and expertise of these two designers have elevated Omar Afridi into a brand that defies easy categorization, carving out a unique identity in the world of fashion.

Omar Afridi’s Philosophy: Primitive Mode

The core philosophy of Omar Afridi lies in breaking down existing images and infusing garments with unique and highly original elements, breathing new life into them.

The term "PrimitiveMode," a coined word born from the idea of Ichimori representing the "primitive" side and Kikuta representing the "mode" side, serves as the design foundation for Omar Afridi.

The unique design foundation of "Primitive Mode" strongly emphasizes the interplay of contrasting elements, blending technical materials with artisanal techniques or adding technical details to traditional materials.

This design style skillfully harmonizes opposing factors.

By merging distinct elements such as mode and craft, material and split, art and vintage, Omar Afridi's collections embody a distinctive worldview, presenting a vision of what the future of fashion brands could represent.

What is the essence of design and the source of inspiration?

Omar Afridi integrates regional traditions, craftsmanship, and diverse aesthetics from around the world into a unique interpretation that harmonizes with modern design principles.

Furthermore, it values fresh perspectives on fashion, free from preconceived notions, cultivated through the exploration of cultural diversity via ceiling paintings, murals, furniture, and visual media.

This is closely related to the passion for fashion and art among the people of London, where Ichimori and Kikuta are based, as they candidly share their raw impressions from daily life.

The unrestricted fashion sense of Londoners and the city's vibrant traditions and creativity, which have become ingrained as culture, fuel the creative drive of Omar Afridi.

The designers prioritize communities and spaces where people connect, reflecting the warmth and humanity of individuals in the textures, silhouettes, and details of their garments. This results in fresh, relatable items.

Additionally, the brand expresses the differences in sensibilities between Europe and Japan through clothing, creating structured silhouettes that exude sophistication while incorporating elements of dissonance. This unique design approach is one of the brand’s charms.

What are the characteristics of Omar Afridi?

Centered around "PrimitiveMode," Omar Afridi incorporates a craft-oriented approach while developing seasonal concepts based on the theme "Human striving and Achievement." The brand emphasizes coexistence with people, creating elegant yet substantial productions that are difficult to replicate, making it a distinctive feature.

Despite the varied elements in their approach to creation, Afridi’s expertise in technical materials and highly functional clothing blends seamlessly with the designers’ mutual resonance. This collaboration reflects their diverse values and commitment to clothing in Omar Afridi's creations.

The brand’s outerwear and pants feature unmistakable technical patterns that are unique to Omar Afridi.

Details such as the position of center presses and tucks, carefully aligned to the natural shape of the human leg, exhibit beauty and precision. Simultaneously, the texture and playful features imbue the garments with a diverse ambiance that harmonizes beautifully.

Their impactfully silhouetted bags also incorporate the same design principles, showcasing Omar Afridi’s base values.

Built on a foundation of resonating values and contrasting atmospheres, Omar Afridi’s items reflect the collaborative efforts of highly skilled artisans. This collaboration brings the brand’s unique worldview to life more profoundly.

Highlighting popular items from Omar Afridi

Katarakt Blouson AW24-BZ-101-02

A standout blouson featuring Omar Afridi’s signature fine gingham check pattern.

While simple in silhouette, the random dirt-like detailing serves as an accent, enhancing its unique personality. The front is equipped with six pockets, and the brand’s distinctive snap metal buttons are used.

The fabric, texture, and silhouette defy trends, embodying the essence of Omar Afridi’s creations with a balance of functionality and beauty.

Shabby Full Zipped Hoodie AW24-JER-101-01

A shabby full-zip hoodie with a vintage-inspired appearance.

Featuring ribbed hems and cuffs for a relaxed fit, the processed design evokes the impression of a well-worn garment over time. White stitching accentuates dimensional details, and the double zipper allows for versatile open-and-close functionality, blending design and practicality seamlessly.

Shabby Twisted Lounge Pants AW24-JER-103-01

Sweat trousers with carefully crafted patterns and designs.

The most striking feature is the side seams, meticulously calculated to fit the body and create a functional, three-dimensional silhouette.

Made of 100% cotton and dyed in shades of gray, the material has a slightly coarse texture and a vintage-inspired feel, offering a refined and urban impression.

Midi Lidia Bag AW24-BAG-102-04

The Midiridia bag is notable for its unique, streamlined silhouette.

Among the brand’s most popular items, it uses naturally soft cotton material. Its curved zipper is concealed with a fly-front construction, creating a beautiful design that integrates seamlessly with the body of the bag.

A wide range of variations is available in different colors and materials.

Please come to our stores to experience the charm of this product.

The items introduced today

More from Omar Afridi