brand UNIFORM is gaining momentum internationally. Here, Mohammed walks us through his creative process
So UNIFORM began as a passion project. My interest in scents started in the stairwells of the high-rises in Sweden. Both the one I grew up in, and the ones that I visited throughout my upbringing. The smell of food cooking, incense being lit and spices being blended used to sip through the cracks of the doors of these families and accumulate in a special scent that I have had with me throughout my life. Hence the name UNIFORM.Maghrib, which means sunset in Arabic, is our first creation.
We were probably the first generation that grew up with the internet, so I managed to discover things within music, arts, and even food that the previous generation could only dream of. During this time I also understood the power of culture and that it sees no geographical borders. I began to understand that a person living 4000 miles away in a city like New York could still be interested in the same things I was.
In Sweden, a defunding of youth centers has been going on for years. Every winter when the youth centres were closed and we had nowhere to go, we always used a random stairwell as our meeting place/office/think centre until we got kicked out. The shift I see happening is that younger people’s aspiration has gone from wanting to buy luxury products to aspiring to buy sustainable products that they can show off. Sustainability is now the new luxury.UNIFORM was designed to be sleek and a product that you could carry around in your pocket or handbag at any time. It should be so convenient that you pick it up and apply a small amount throughout the day to feel your best.
In two ways. Either we hire people who truly get the need for representation and are going to make a difference. Or we start our own brands like Fenty.