.png)
Image courtesy of Precious Trust
Front row with Wathek Allal of Precious Trust
My next interviewee for the FRM Blog is fully based in Dubai – with an eclectic fashion brand inspired by his heritage and where he comes from, friends & skating. Wathek Allal is the founder and creative director of international brand, 'Precious Trust', a youth-focused clothing brand which largely experiments with graphics, cuts and hand-dyed pieces whilst drawing inspiration from North African street culture.
Photography by Taleah Meshae
I would definitely describe Wathek as a creative polymath – not limiting himself through mediums and consistently producing art via various multimedia avenues, such as film photography. Most of the images used within this article were shot by Wathek himself, an avid exercise in spreading the magic of his art direction throughout PT.
Photography by @__ronjohn
There is such an enthusiastic energy surrounding Precious Trust. I've been following the brand itself for a while now, and close affiliations with London-based creatives & collectives such as Motherlan, Mowalola, Cruel Santino and more, only serves as proof that the brand is situated at the epicentre of global Gen Z street culture. Wathek also works very closely with exciting local creatives & stylists, such as Jeremie Bisimwa, Elie Bisimwa and Amisi Issa, to mention a few.
Photography by Taleah Meshae
So, from discussing Wathek's upbringing in war-torn Syria, graffitiing on girls hijabs in school, right through to working on international pop-ups for SOLE DXB and more; it gives me great pleasure to introduce Wathek Allal of Precious Trust, our first international feature, crossing the borders of Dubai and entering the South African disapora.
Photography by Wathek Allal
Would you mind introducing yourself and including a short description of what 'Precious Trust' is?
Wathek: My name is Wathek Allal and I am a 25 year old Algerian, based in Dubai. Precious Trust is an independent clothing brand based in Dubai – drawing it’s inspiration from North African street culture whilst remaining experimental with graphics, cuts and hand-dyed pieces. The label carries a very personal approach with its storytelling; describing a continuous love story with each collection revealing a new chapter.
Image courtesy of Precious Trust
While I was doing my research on you and your brand, I found a previous article mentioning that you were actually born in Syria but left at an early age due to the war. Briefly, could you tell us how that impacted you personally and creatively?
Wathek: My parents moved to Damascus and I was born and raised there untill I was 14. I lived in a Palestinian camp called 'Yarmouk' which to me was probably the best environment I could've asked to be raised in. Away from social media and electronics, I had a full childhood playing outside with my friends and trying new things. Living there for soo long, then eventually leaving due to the war made me have a better appreciation for a lot of the small things, which made my drive stronger. I used to actually graffiti on girls hijabs in school and charge them a fee haha! I would say that was probably my first business.
Photography by @__ronjohn
Precious Trust has been producing full range collections for years and years now – how would you describe your brand's design aesthetic?
Wathek: I would say it's exactly how I feel, it changes with the way I feel! Again, it's a very personal project to me where everything written or designed holds a story, or a meaning to me based on previous experiences I went through. Thats what I love about it – that I can make a skateboard today but also make a dress tomorrow! There's no specific guideline.
Photography by Wathek Allal
I can sense that heritage, identity and religion juxtaposed to modernity form a core essence of the brand's influences, but according to you, what are the major influences which impact PT?
Wathek: Definitely where I come from, my friends & skating.
Photography by Wathek Allal
From your brand's social media, I see that you host many pop-ups were you sell your most recent capsule collections. Please tell us a bit more about some of your favourite Precious Trust pop-ups stores.
Wathek: My favorite one so far is when I built an indoor skatepark with a store section back on June 21st, 2021. I also love working with SOLE DXB, it's always great doing pop-ups with them. The London ones we're fun, people there are amazing.
How big is the Precious Trust team? Who is in charge of which responsibilities?
Wathek: It's been just me so far handling all aspects. Definitely thinking of making a team soon though.
Image courtesy of Precious Trust
What is your opinion, and relationship, with the South African fashion and creative scene? I know a lot of kids who are super inspired by PT and the work which you do.
Wathek: Man, you guys inspire me too! I'm definitely doing a pop-up in South Africa soon. I would love to work with the creatives from SA; I've only heard great things but yet to visit!
Photography by Taleah Meshae
Is there any advice which you could maybe impart onto upcoming designers in Africa trying to establish successful independent brands?
Wathek: I would say: set short term goals with 1 big goal in mind & then tick them off as you go.
Image courtesy of Precious Trust
Comments