You started Olaf Hussein in 2014 as a denim brand. Right now, the brand seems to be have evolved to something more than just a local denim brand. What changed?
“When I started the company the market was already saturated with commercial denim brands with heavy vintage influence. I wanted to bring to the market something more modern and different. Within the last decade the market had shifted from being denim focused to a mix and match of different fabrics. We also realized that to gain a bigger audience you need recognizable graphics. It so happens to be that graphics work better in non-denim products.”
Is that also why you don’t like to be categorized as streetwear?
“Streetwear is such a generalized term now. I am under the influence that it means something else than what I stand for as it is so vague.”
But you do make caps and hoodies.
“Yeah, but nowadays that doesn’t necessarily make it streetwear, does it?. It all depends on how you execute it.”
Besides the shift from denim to “non-streetwear”, the last year has brought some other changes for you and the company with a new store, website, co-owner, and platform. What was that like for you?
“Hard! I’m very difficult to work with. When I have an idea ( even in the middle of the night), I often want it executed immediately. I often forget that not everyone’s brain is on work mode, even in their sleep. I am fortunate to have a dedicated team and business partner who still enjoys working with me (hahah let's hope this is still true).”
Fashion is an industry that is known to be extremely fast paced, how do you keep up?
“I make sure my internal battery is charged (mind and body) at all times making sure that I don’t lose sight of the end goal and whatever it takes to get there.”