It’s 3pm on a Tuesday, and Abdallah Bagalb, Ahmad Al-Wohaibi and Maan Al-Qurashi take a break from their full-time software engineering jobs to talk about their recently launched streetwear label and project, 2D2C2M. An abbreviation for Too Dark To See Tomorrow, the college friends – who have known each other for nearly a decade – established the label last year. “We originally had the idea to produce a clothing brand in 2011, but we didn’t really translate the thought into reality until now,” Al-Quraishi tells Vogue Arabia. “We want to do something different from what’s on the market.” Featuring graphic T-shirts emblazoned with catchy slogans like “This tee is a result of a brainstorming session” and an oversized hoodie plastered with an image of their childhood hero, Yemeni-British boxer Naseem Hamed, the Turkey-made label is certainly thoughtful and brings a refreshing authenticity to the streetwear scene.
Riyadh’s streetwear scene is still emerging. “It’s still a very new concept here,” Al-Wohaibi says. “The style is a result of street culture, but that’s not really a thing in this region.” Yet despite this, the brand sells successfully online and was recently picked up by Pattern, a concept store in the Saudi capital.
Software engineers by day and fashion designers by night, the trio are extremely devoted to their passion project. “We’re involved with the entire manufacturing process, from choosing the fabric, to drawing the sketches.” Al-Wohaibi says, “When we finish work, we go home and spend an hour or two with our families and then head straight to the office to work on it.”
The goal? “We’re just kids having fun. We are trying to reflect our daily conversations, ideas, and what’s going on around us into our graphics,” says Al-Quraishi, who describes him and his friends as third-culture kids, a term used to define children who grew up in a culture other than their parents. “Even though none of us are originally from Riyadh, we were all raised here. It’s our hometown. It’s the city where we all met, studied, and started this project in,” he says. “Establishing a clothing brand in this city is major for us.” The designers aim to share that pride with the rest of the world with each Curated-in-Riyadh slogan T-shirt.