Premium streetwear brand, JOKES ASIDE stands out as a rising brand in the UAE’s burgeoning fashion landscape. Founded by creative entrepreneur Ibrahim Abudyak, JOKES ASIDE is more than just a label—it’s a celebration of individuality, rebellion, and authenticity. Launched in 2023, the brand has rapidly gained traction, blending bold aesthetics with a strong sense of community. From its humble beginnings to its current retail success, JOKES ASIDE is making waves both locally and globally. In this exclusive interview with The Luxe Scoop, Ibrahim Abudyak shares the brand’s creative journey, streetwear’s cultural impact, and his vision for the future.
TLS: From the UAE to the world, how do you see JOKES ASIDE contributing to the global streetwear movement? What sets your brand apart from others in this space?
Ibrahim:
JOKES ASIDE contributes to the global streetwear movement by infusing bold individuality and authentic self-expression into every piece we create. Our brand is rooted in Dubai’s vibrant street culture, yet it speaks to a global audience seeking unique narratives in fashion. What sets JOKES ASIDE apart is our approach to storytelling—each design is more than just clothing; it’s wearable art that reflects personal experiences and challenges societal norms. We champion rebellion and authenticity, offering designs that provoke thought and inspire conversations, making us stand out in a saturated market.
TLS: Streetwear has always been about more than just clothing—it’s a cultural movement. How does JOKES ASIDE tap into the unique subcultures of Dubai, and how does it reflect the city’s eclectic style?
Ibrahim:
Dubai is a melting pot of cultures, and JOKES ASIDE reflects this by embracing the diversity and eclecticism that defines the city. From the avant-garde art scene to the underground street culture, we channel Dubai’s fusion of tradition and modernity into our collections. Our brand taps into the city’s ethos by collaborating with local artists and incorporating elements of Middle Eastern identity into our designs, while also drawing from the global streetwear culture. It’s this balance between global influences and local flair that keeps our collections fresh and relevant.
TLS: You’ve described JOKES ASIDE as a celebration of individuality and rebellion. How do you ensure that your collections remain authentic and true to this ethos as the brand grows and gains mainstream attention?
Ibrahim:
As JOKES ASIDE grows, staying true to our ethos of individuality and rebellion remains a priority. We achieve this by constantly pushing creative boundaries and staying connected to the communities that first embraced our brand. Every piece we release undergoes a rigorous creative process where we ask, “Does this represent our mission of self-expression and authenticity?” Additionally, we maintain a hands-on approach to every aspect of production, ensuring that the brand’s original rebellious spirit remains intact even as we gain mainstream attention.
TLS: Your designs often tell a story, turning personal experiences into wearable art. Can you share a specific piece from the ‘Forever Young’ or ‘What’s Next’ collections and the personal narrative behind it?
Ibrahim:
One standout piece from the ‘Forever Young’ collection is a graphic tee featuring a vibrant, abstract pattern that reflects my personal journey of overcoming societal expectations. The design symbolizes breaking free from the corporate world and choosing to carve my own path, which resonates deeply with my story. This piece represents a rebellion against conformity, embodying the ethos of JOKES ASIDE—celebrating life’s quirks and embracing the journey of self-discovery.
TLS: JOKES ASIDE has been featured at some high-profile events like BRED Abu Dhabi and Etisalat MOTB. How have these events shaped the brand’s identity, and how important are pop-up experiences in building a streetwear brand?
Ibrahim:
These events have been pivotal in shaping JOKES ASIDE’s identity. BRED Abu Dhabi and Etisalat MOTB allowed us to directly engage with our audience, offering a tactile experience that’s essential in streetwear culture. Pop-up experiences give us the chance to build community, create buzz, and share the stories behind our designs. Streetwear is about being on the ground and connecting with people in real-time, and these events have helped us solidify our place in the UAE’s fashion scene.
TLS: Sustainability is a growing movement within fashion, and you’ve committed to collaborating with local talent and using locally sourced materials. How do you balance streetwear’s fast-paced nature with the principles of slow fashion?
Ibrahim:
Balancing the fast-paced streetwear world with slow fashion principles is challenging, but essential. We focus on quality over quantity, ensuring that each piece is meticulously crafted with longevity in mind. By collaborating with local talent and sourcing materials from the UAE, we reduce our environmental footprint and promote sustainable practices. We believe that streetwear doesn’t have to be disposable—our collections are designed to last and make an impact, both aesthetically and ethically.
TLS: As streetwear becomes more luxury-focused globally, how do you maintain the accessibility and rebellious spirit of the brand while also positioning it as a premium label?
Ibrahim:
While streetwear is moving towards luxury, we maintain JOKES ASIDE’s accessibility by offering designs that are bold, authentic, and relatable. We position ourselves as a premium label through our high-quality craftsmanship and unique storytelling, but we never lose sight of our rebellious roots. The brand continues to embrace the DIY ethos of streetwear—challenging conventions while ensuring that anyone who resonates with our message can access our collections.
TLS: With the rise of unisex fashion, JOKES ASIDE has made a mark with its inclusive designs. How do you approach designing for gender fluidity, and what role do you think streetwear plays in breaking down gender norms in fashion?
Ibrahim:
Streetwear has always blurred the lines of gender, and JOKES ASIDE takes pride in being part of this movement. Our designs are inherently unisex, focusing on fit and style that work across genders. We design with freedom and fluidity in mind, allowing people to express themselves without the constraints of traditional gender norms. Streetwear’s role in breaking down these boundaries is powerful—it’s a space where self-expression trumps all, and we’re proud to contribute to that cultural shift.
TLS: You’ve managed to sell out at major events and secure retail spaces quickly, which is no small feat. What role do you think community building—both in-person and online—has played in the early success of JOKES ASIDE?
Ibrahim:
Community is at the heart of JOKES ASIDE’s success. Our early pop-ups and events allowed us to build real, personal connections with our audience, which translated into loyal support both online and offline. We’ve fostered a strong community that resonates with our message of individuality and rebellion, and that engagement is reflected in everything we do—from our social media presence to our physical retail spaces. The support we’ve received from our community is what has driven our rapid growth.
TLS: What are your long-term global ambitions for JOKES ASIDE? Do you see the brand evolving into new markets, and how do you plan to stay connected to your UAE roots as you expand?
Ibrahim:
Our long-term ambition is to take JOKES ASIDE from the UAE to the world, expanding into new markets while staying true to our roots. We envision the brand evolving into a global streetwear powerhouse, but we will always keep our connection to Dubai strong by continuing to collaborate with local talent and remaining deeply involved in the region’s creative community. As we grow, we’ll stay grounded in the ethos that defines us: celebrating individuality, rebellion, and authentic self-expression.
