British-Iranian menswear brand fusing London streetwear with traditional Persian textiles and artisanal craftsmanship.
ORIGIN
United Kingdom
PRICE TIER
contemporary
Founded in 2017 by its namesake designer, Paria Farzaneh’s London-based label is a deeply personal exploration of her Iranian heritage. A graduate of Ravensbourne University, the English-born designer challenges Western perceptions of Middle Eastern aesthetics by integrating traditional Iranian materials and techniques into contemporary menswear. The brand is recognized for its signature use of patterned textiles, hand-printed in Isfahan using natural dyes, which are applied to utilitarian silhouettes and technical fabrics. This juxtaposition creates a unique style that merges the sartorial codes of London streetwear with the rich craft history of Iran.