As most of you know, the word "wasta" is a colloquial Arabic term that loosely translates into “who you know,” a direct reference to the common practice in the Middle East of using one’s influence or connections to get things done. As a result, the brand took the word "wasta" and applied it to show that in the design world, your work is your "wasta."
“As a designer, the only thing that puts you forward is your work,” explains Hani Alireza, co-founder and creative director of the brand.
More of a platform than an actual brand, Wasta acts as an outlet for creative minds to come up with something unique and innovative. “Every collection we launch is made up of new designers,” explains Alireza. “Consequently, the new collection is different from the last.”
This suddenly transforms each piece into a limited edition, as it will not be produced again, making these funky graphic tees even more sought after. Although, the brand is currently only doing shirts, the plan is to create a full line of products.
“We are a design-oriented brand, so we are not limited to just t-shirts," explains Alireza. "We plan on expanding in more areas, such as art prints, designer toys, stencils, books and other such items.” Vinyl wall stickers and other experimental design products are also sure to come.
“It is a brand with attitude,” states Alireza. “It’s not a mode of social commentary; we don’t want it to be preachy.”
In fact, most of the designs can be interpreted quite differently and possess very contradictory meanings. For example, the design of the covered girl, could be very pro-feminist and liberating or accepting of the common practice. It’s just a matter of whose wearing it, or rather, who’s reading into it.
“Wasta is a way to inspire a different way of looking at design,” explains Alireza. “We are constantly reinventing ourselves, just like design is. For every collection, Wasta will invite specific designers, who seem to be a bit more subversive and experimental in their designs.”
For the moment, the brand produces graphic tees that display the work of designers and artists only from the region, but they plan on reaching the international market soon. The designs from this collection include works by designers: Kareem Lotfy, Omar Al Zo’bi, Maha Al-Khalawi, Lewis De Masa from The Brown Monkeys and Hani Alireza.
Yasmeen Alsudairy, the Managing Director and co-founder of Wasta, gives Arab News some inside scoop: “Next season, you can look forward to seeing 36 designs from nine designers,” she explains. "And, this time, the designs will take on a more conceptual feel with less embedded meaning.”
Wasta shirts can be purchased at Life stores in Riyadh and Jeddah and at S*uce boutiques throughout Dubai.
honey-oat-nuts-crunch! Oh, and throw in some raspberries. Actually, I'm not much of a cereal person. Granola, yes. Add fruits, yogurt and honey-almonds, the crunchier, the better.
Diamond. I wonder why?
My ring. The one I got as a gift from my parents for being the best in my class in tenth grade. I still wear it on my thumb.
The power of persuasion. I just want to be able to look at someone or have them listen to my voice so that I could get them to do anything I want! I'm getting excited just thinking about it!
It's pretty simple: a tongue-in-cheek reference to the slang expression that guys use here in Jeddah when they are bored, mindless or frustrated. I took the literal meaning of the expression and turned it into a visual design.
I would have been a personal shopper/stylist.
