In an industry largely run by giant corporations, Glenfiddich founder, William Grant & Sons, has remained a fiercely independent, family-owned firm since its inception in 1887. This inspired the brand’s Mavericks programme, made up of ambassadors who embody the brand’s creative spirit.
As part of its Mavericks DXB Program, Glenfiddich has enlisted some of the UAE’s most boundary-breaking talent that share the values of the renowned brand.
But what does it mean to be a maverick? We asked three of the past partners.
Enforce One
Artist
I am a bit of a lone wolf. But I also know that to have individualism, you do need to be around people with different voices, people with different opinions, people that inspire you in a different way. I think I am a Maverick, and I do like that word. But at the same time, there’s only that much you can achieve.
For a really individual artist like myself, I have a pretty distinctive style, but I learned to use it when I need to. It’s liberating to know that I can let go and be with other people, work with other people. Because at the end of the day, if you’re going to have longevity, you have to learn a lot as an artist and you have to grow with influential people around you.
I think to be a true Maverick, you need to know when the time is to have a voice and be completely individual. We’ve all been through it. Even going through adolescence and dressing a certain way, I’ve had some crazy styles.
I was influenced by the music scene. I’ve always had this individualism, but then as I’m getting older, I’m able to let that let my individualism come out in a different way, and continue to explore what that is. I don’t even think about it anymore. I guess I’m just busy trying to be me.
Megatronic
Dubai-based DJ and Culture Producer
To me it’s about being a forward thinker, both having the freedom to create new ideas and challenging yourself to fight for them. I’ve always taken risks and worked outside of the box. I’m not scared to get in trouble, if it’s for the greater good.
I grew up in a society where people told me I ‘can’t’ a lot, and a lot of that was because I was a girl. I had to look inside of myself and see my potential, and fight for it. I’ve always been a rebel, and I want to push other people forward in the same way.
To me being a Maverick is being able to say whatever you feel and think. Whenever I have a task at hand, I just put all my creative energy in it and see where it goes. I’m not afraid of having to do the work all over again. I run my art studio as a business. I set goals. I have a dedicated team, and I always take opportunities wherever they come my way, especially in the NFT space. I did my best to understand and take advantage of this brief. I’m not afraid to take risks, and to be myself.
Kristel Bechara
Dubai-based contemporary artist
To me being a Maverick is being able to say whatever you feel and think. Whenever I have a task at hand, I just put all my creative energy in it and see where it goes. I’m not afraid of having to do the work all over again. I run my art studio as a business. I set goals. I have a dedicated team, and I always take opportunities wherever they come my way, especially in the NFT space. I did my best to understand and take advantage of this brief. I’m not afraid to take risks, and to be myself.
Find more from Mavericks DXB here.