‘Amongst few’ teams up with the NBA to create the ultimate streetwear collection

Emerging Dubai streetwear and lifestyle brand, ‘amongst few’, is proud to partner up with the NBA, for theamongst few x NBA ‘home / away’ collection. At the forefront of Middle East streetwear, ‘amongst few’ is filling cultural gaps within the region. Founded in 2013, and inspired by the traditional Emirati philosophy of simplicity and function, the Dubai-based brand aims to fold in local culture with premium streetwear sensibilities. Their quality garments take inspiration from Western silhouettes and styles while still maintaining an air of authenticity reflecting the region.

Photography and art direction by Cheb Moha & Chndy.

The birthplace of the brand, Dubai, initiates the muse for the story while the United Arab Emirates form the main inspiration. The country’s admiration for gold, vibrant beaches, steel, cement cityscape, and spectacular warm sunset colour palettes, act as a guide for the project. Honing in on the past and the present, the collection consists of traditional mid-weight cottons, premium polyester mesh and nylon.

The amongst few x NBA ‘home / away’ collection takes inspiration from the original aspect of basketball attire with a focus on modern day features to form a limited edition off-court seven-piece capsule that includes a full tracksuit, durable shorts, a rip-stop waist bag, a variety of tees and a classic cut pullover hoodie finished with embroidered patches and old-fashioned screen prints.

Photography and art direction by Cheb Moha & Chndy.

Artistically directed and photographed by burgeoning film photographers Cheb Moha and Chndy, the amongst few x NBA look-book has been shot in the rural settings of Dubai, including the unmistakable back streets of the traditional neighborhood Deira, established basketball courts in Satwa and residential areas of Jumeirah overlooking the southeast coast of the Persian Gulf; these all complemented the tones and designs with cultural relevance to the original theme of the Emirate of Dubai.

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