The ultimate scarf of invisibility: The ISHU
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Fashion |INTERVIEW
The days of worrying if that certain ill-snapped drunk photo will end up on Instagram or Facebook are over, thanks to the arrival of the ISHU scarf, otherwise known as ‘the modern day invisibility cloak.’ An impressive six years in the making, this scarf is the world's first specially developed fashion item that disrupts flash photography photographs to ensure the wearer’s privacy. “My main mentality behind the scarf was that I wanted to create something that would ruin an unwanted photograph in the most high-fashion way possible,” explained Saif Siddiqui, founder of The ISHU to FashionUnited.
Introducing the ISHU: “the modern day invisibility cloak” for social media
Siddiqui, who also happens to be the founder of Access All brands, an online platform which connects emerging brands to celebrities for product placement, first came up with the idea for the scarf back in 2009, when he was visiting family and friends in Amsterdam, the Netherlands and he stopped to take a picture of his friends on a bridge. "I saw how the reflector on the bikes affected the photo I took with flash on my mobile and thought it was cool," he said. This brief moment inspired him to create something that was both fashionable and functional, as well as unique in the sense it would give a sense of power back to the wearer that has been lost with the rise of Snapchat, Instagram and Facebook.
The scarf has been spotting making the rounds during Paris and London Fashion Weeks, but was officially launched this October in Toronto, Canada ahead of 'soft' launches in Amsterdam, London, Los Angeles and Dubai. Since then it has been spotted around the necks of celebrities such as Nick Jonas, Nina Dobrev and Hannah Simone. Available online in red and black, the scarf, which measures 145 centimeters by 145 centometers is both lighter weight and durable, making it easy to carry around at all time. It’s unique function - the power to disrupt any flash photograph taken via a mobile device means the scarf is likely to become a fashion favourite for anyone who favours their privacy, both on and offline.
Ironically, Siddiqui has never seen a single Harry Potter movie, or read a book for the matter, until the ISHU launch in Toronto. The link between the scarf and a magical cloak, which could make people disappear whilst standing in plain sight, or hide their identity if they chose too, was too much for him to pass up on. “People were trying the scarves on and taking photos with them at the launch and then they just started saying it was like the cloak of invisibility. Later on the media picked up on it as well, and it just stuck with us since then so we ran with it,” he added.
Saif Siddiqui's invisibility scarf: "Not in it for a quick buck"
Currently retailing online, and set to launch in select stores in London and Amsterdam, Siddiqui stands firmly behind the scarves ‘magical power’ in spite what some may call a hefty price tag (289 pounds for the red version and 355 pounds for the black). "I am not it in it for a quick buck," he stressed. The scarf development phase took up the better part of 6 years for several reasons, one of them being Siddiqui quest for perfection. "I wanted to create a product in which I put in 120 percent - I wanted to have a full understanding of the product first, as well as the perfect team in place, stylists and fashion designers as well.”
The scarf production process, which began long before the current developments of online social media channels such as Snapchat and Instagram, first started when Siddiqui began researching pattern making and emblems and as well as several months of design study. “I have boxes and boxes of trial versions of the scarf at home before I finally ended up with the scarf you see today.” In the end, he founded the existing pattern featured on the scarf which causes the camera in mobile devices to focus on the print rather than the wearer and disrupts the image capturing process by making it the main focus and most important thing in the image.
He noted that there is another scarf which can disrupt flash photographs taken with any camera, including DSLRs, but he chose not to officially release it alongside the other two. “The grey on grey version disrupts all flash pictures and cost 2,000 pounds,” he explained, adding that the difference in price tags may scare off or discourage potential consumers. “The red/black version are more functional for most consumers anyways in today’s modern world as well as aesthetically appealing as everyone nowadays uses their smartphone to take photos.” He may have a point there, as the scarf officially sold out online within 2 and half weeks of its launch.
“Privacy is something everyone should be able to decide for themselves”
When he first start developing the scarf Siddiqui admits that he himself could not have foreseen the future developments of the rise of social media, but feels as if the timing for the scarf launch could not of been better. “Especially with the growing importance of online privacy and keeping your mystery online should you choose too, the scarf gives you back the choice to decide what you want to share,” he added. Although the scarf launch could not have been better timed, Siddiqui is still quite surprised with the all the positive feedback he continues to receive.
“It’s nuts how fast it was picked up!” Of course, being savvy with celebrities and be able to ensure the right people were seen wearing The ISHU scarf, helped promote the scarf, but Siddiqui noted that most of the marketing for the scarf happened quite organically. “I was just lucky that the right people happened to pick it up. Celebrities in particular love the scarf as it’s something that messes up social media for them, but at the same time they love to share it.” But Siddiqui maintains that privacy is something that we are all entitled to, no matter your status. “It’s also about keeping your personal space online - thanks to the rise of social media there are now things that used to be yours, but no longer are yours.” He believes that the ISHU is a means to take it back and retain your “mystery.”
Although the scarf in itself is an impressive product, Siddiqui has plans to expand his fashion offering, as the ISHU is a prelude for an entire clothing collection set to launch during the upcoming Paris Fashion Week. The clothing range will includes menswear, womenswear, childrenswear as well as accessories. “The scarf will act as the statement piece of the collection, but the rest of the collection will not necessarily be exactly like the ISHU,” he explained. Unwilling to give too much about the collection away before its launch next year, Siddiqui notes that the clothing range is based on street style trends as seen on the likes of Kanye West, Kim Kardashian and their daughter North West, but with a more “subtle and contemporary” twist. “I really hope that it will be something people do not expect from us,” he added.
Photo credit: The ISHU Facebook