A New Homegrown Fashion Brand Has An Expression That Dubai Residents Can Totally Relate To

We say goodbye much too often in Dubai, but a Japanese phrase ‘tegami kaku yo’ might say it better.

The expression translates to ‘I’ll write you letters’ a common way of saying goodbye to your mates.

And while we love the expression, there’s another part we love even more.

This brand was launched in Dubai this month by a resident, Jamie Atherton who dreamt of becoming a fashion entrepreneur. A family man who worked in the media industry for ten years before taking a leap into the fashion industry. More and more we see homegrown brands grow and flourish in Dubai and you’ve got to applaud anyone who makes a move.

‘I’ll Write You Letters’ or IWYL is a clothing brand; it’s edgy urban street style, extremely comfortable and the best part? It’s been designed and produced locally here in Dubai.

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It’s streetwear focused and the designs are really cool

You can check out the full range online here. 

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The brand is also going to be designing the Ramusake uniforms

How flipping cool! If you visit the trendy JBR resto keep an eye out for an edgy uniform redesign, and you can tell your friends all about where the brand came from.

Laters friends, I’ll write you letters.

See the site here