The words ‘contemporary streetwear’ and Palestine don’t tend to cross paths very often, but that is something that the London-based brand, Jdeed, is hoping to change.
Jdeed, which translates to “New” in English, aims to shed a positive light on the rich heritage and beauty in Palestine & the Middle East, with a modern take on the traditional keffiyeh scarf and hand-embroidery.
Launched earlier this year, Jdeed claims to draw its inspiration from “the strong will and passion of the Palestinian people” as it launched its first collection of contemporary streetwear pieces.
“Jdeed is a canvas, an artistic voice for the struggles of the Palestinian people,” the brand announces in a statement explaining how it managed to employ 30 Palestinian women from a refugee camp in Jordan to help hand-embroider a label on the outside of each garment.
Set up by Hanna Bassil—
a 26-year-old UK-based student and the son of Palestinian parents who sought refuge in Jordan during the war—the M.O of Jdeed is to increase the involvement of Palestinian refugees in the production and manufacturing process.
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