UNTY, Egypt’s biggest streetwear brand, recently launched a
collection called Restock Remix, which essentially takes old designs that are mixed with different cuts and colors. Omar Mobarek, the
founder of UNTY, decided to promote the collection with the help of local
musicians. The creative music branch of the Restock Remix campaign is
comprised of local artists remixing original live music in the studio, thus matching the
concept of the collection. Commenting on this creative initiative, Omar told
SceneNoise that, “music and fashion are two things that come hand in hand, and
we wanted to create a campaign that helped us grow together.”
RESTOCK REMIX | SMASHBEATS from UNTY on Vimeo.
The aim of the collaboration is to reflect the authenticity
of the brand, which is why UNTY chose the artists that they personally have a
relationship with. The UNTY team thought it would be more apt to cater this
collection to their strength - music - as opposed to just involving them in a
photo shoot or fashion video.
The sessions were conducted with the help of El Warsha studio, which is managed by producer and musician Ahmed Kubbara and Hassan Seleit, who provided the instrumentals and drums in the tracks. Thus far, the sessions have featured Naila Marei and her song "Give a Little," and a rap by Smash Beats. Omar aspires for the series to continue beyond the collection.
RESTOCK REMIX | SMASHBEATS from UNTY on Vimeo.
Check out the series below and follow UNTY's Facebook page for more updates.
Follow Warsha Sessions on Facebook and SoundCloud.
