Waste offers that certain unconventional something with their aesthetic, utilizing out-of-the-box thinking (and, more to the point, literal juice boxes) to come through with subtle yet powerful commentary on contemporary issues.
Driven by the need to question values, trends and norms, Nour Hesham established 'Waste' alongside co-founders Habiba Hany and Yasmine Yehia in order to create their "own little world." The self-proclaimed "dysfunction but fun" brand offers that certain unconventional something with their aesthetic, utilizing out-of-the-box thinking to come through with subtle yet powerful commentary on contemporary issues. And speaking of commentary with boxes, isn't it something that they've packaged their first collection in juice boxes?
“Through ‘Waste’ – with which we aim to diversify the streetwear options in Egypt – we use different elements to showcase the darkness of society, but our subtle aesthetic is intentional”, Hehsam tells CairoScene. “We want our customers to reach their own interpretations of our products. We chose the word itself to name our brand to fight its negative connotation, and influence how people view the term in general, and stop and pause to think about what words and concepts mean in the mainstream.”
The mind-bending illustrations of their first collection touch on such issues as our obsession with the digital and virtual, the time we've lost as a result, the question of free will, and more. Their shirts come with one of five different ‘icons’, which the brand will continue using in the future to make their products feel like collectible items. The icons are made up of a balloon animal, a film camera roll, a paper airplane, a Gameboy and finally, a juicebox – old or disposable objects which can still hold sentimental value.
So far, the brand only offers t-shirts, but will soon be diversifying and adding more items to their collections. To shop, head to @waste.co on Instagram.