“Riyadh is our hometown and will always be our first priority,” in conversation with Vogue, reflects Ahmad Alwohaibi, Maan Al-Qurashi, and Abdallah S.Bagalb, creative designers behind 2D2C2M (Too Dark To See Tomorrow), the Riyadh-based streetwear brand that popped up on our radar last year. So it’s only fitting then that the trio chose Saudi Arabia’s capital to unveil their second “drop”. The college friends chose to present Dark By Popular Demand/1st Delivery in an interactive pop-up exhibition filled with art works and analog televisions from the 1980’s that were sourced from family, friends, and antique markets. Despite the fact that Riyadh’s streetwear scene is still emerging, fans lined up in droves to get a first look at the collection, billed as “unisex streetwear”.
It was a refreshing choice to launch in Riyadh, not only because it gave streetwear fans the opportunity to shop the collection first, but it is also where the brand’s roots are firmly planted. Shortly after the Riyadh pop-up, the software-engineers-turned-designers set their sights on Dubai for the second installation. The interactive display unfolded in General.3am in Dubai Design District, where the collection is currently available for purchase (It can also be bought online). “We have always considered Dubai as second home to us, plus we have a lot of friends here,” the designers tell Vogue.me. “Although, we didn’t expect this number of people to show up, we’re happy that the brand is expanding and people are loving what we’ve been doing.”
The concept of the capsule collection is chasing dreams. This translates into graphic T-shirts, logo T’s with warning tape, stretchy turtlenecks with thumb-holes, oversized worker jackets, printed socks, and dad hats that can be layered together or worn separately. Each piece is generously cut in unisex proportions. Here, the designers share a first look at their second collection and Dubai and Riyadh pop-ups with Vogue.me.
Those who missed the events, can shop the capsule exclusively at Pattern Concept Store in Riyadh, General.3am in Dubai, and online.