When Off-White and Louis Vuitton’s Virgil Abloh said that ‘streetwear is definitely going to die in the 2020’s, it sent shockwaves through both the fashion intelligentsia and common hypebeast alike.

However 2020 is here and there are no signs of it’s departure.

What we are instead seeing is an elevation of the outdated notion of the cut and paste streetwear methodology that we have seen since the 90’s. Younger generations are  taking a more considered and personalised approach to their street style choices, opting for customisation over queues and capsule collections over mass production. With this rise, we find a new wave of young street style brands to appease the growing demand.

Enter One and Four Studio - a Dubai based design house that has embraced the philosophy of modern streetwear. The brainchild of Egyptian native, Engy Mahdy, One And Four Studios is a continuous study of the human form which is represented through her core defining tenets: sustainability, gender fluidity and innovation.

During Cyber Fashion Week, One And Four showcased the UGLY DRESS. An ironically named millennial pink dress with orange piping and blue, red and yellow patches which represents more than just the start of a new collection. UGLY DRESS marks the start of a new journey for the brand. With Covid restrictions impacting production, Mahdy has moved to a digital platform designing her new collection of software that allows One and Four to design future collections in  2D and see an instant 3D design in real time. ‘This means that the process of sampling and prototyping is almost entirely eliminated’ said Mahdy on the new technology. ‘I will be able to drastically cut production time, cut out waste, paper usage and precious resources.’

Mahdy continues to explain that this will change the way she works with her clientele by adding a new level of customisation to the One and Four Studio experience.‘Rather than my clients having multiple fittings, clients will be able to send their measurements and have a full digital fitting’ .

I asked Mahdy her response to Virgil’s statement ‘It will never die’ she responded. ‘Streetwear will always have a place in the industry. I do think the height of it is now, it used to be that big brands trickled down to the streets but now it’s the other way around.’

OH, WHO’S THAT BOY?