Saudi fashion brand 4AG threads together hip-hop culture and Arab culture.
The brand is nostalgic for those who grew up influenced by hip-hop in the 1980s and 1990s. Hip-hop music and art gained popularity as it was embedded in advocacy for equality, human rights, justice, and peace. 4AG’s signature pieces localize iconic moments and elements of hip-hop culture by fusing it with Arab components.
Fawaz Al-Fraiji, the founder of 4AG, is passionate about design and music, which led him to create his own clothes when he was studying in the US over 15 years ago. Since launching the brand, he has created the overarching theme and mood board for each collection.
The company was established in Los Angeles in 2009 and is headquartered in Riyadh, along with an office and representation in Dubai.
Al-Fraiji’s California apartment served as the brand’s first location, with his bedroom serving as the office, the balcony set-up as the warehouse, and his pickup truck serving as the shipping division. He began selling online and had sporadic Friday pop-ups in multiple mosques in the heart of the city.
The first collection was devoted to supporting values that are common to all people, including justice, fraternity, truth, and freedom. This was accomplished by fusing Saudi and Middle Eastern cultures, which is still present in the brand's DNA, with western hip-hop culture.
The work, creativity, details, and production costs that go into each product make it fair value not just for the quality alone, but also for the purpose, history, and rarity of each piece since most of their products are limited editions.
For more details check out their Instagram @clothing4ag.
