Sam Fowkes

BA (Hons) Fashion Management & Marketing


I am a Fashion Management and Marketing student, who has lived in Dubai for the majority of my life. I was born in the UK and migrated to the UAE when I was 10 years of age. Over time, the country has grown on me. I have watched it grow and transform, which led me to the business plan for this project. With my passion for wanting to create a clothing brand in Dubai and transform street culture as a whole, I decided to pursue this with my brand ‘New Demise’.

The new business idea is for a sustainable streetwear brand based in Dubai. The brand takes a graphic-led approach, incorporating Western psychedelic/punk subcultures with traditional Middle Eastern cultures to form unorthodox designs. I have a huge passion for unorthodox graphics and art, specifically from psychedelic cultures, which was my main design inspiration. Being accustomed to Middle Eastern aesthetics and cultures I really wanted to incorporate this to create something unusual and stand out. I will be looking to pursue this path over the next year to see this idea become a reality.

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Sam Fowkes | Business & Management 1
New Demise