The Human Behind It All

We all live through moments, funny, emotional, awkward, or just plain ridiculous. Most of the time, they get lost in conversation or never shared at all. JOKES ASIDE turns those everyday stories into wearable art: pieces that spark a smile, a memory, or a conversation. Because chances are, someone out there has lived a version of your story too.

Founded by Ibrahim Abudyak, JOKES ASIDE was born from a deep love for self-expression, storytelling, and streetwear. The brand celebrates individuality and the humor hidden in real-life experiences. The kind of moments that connect us all.

Every piece carries its own attitude, message, and story. Through bold design and unapologetic creativity, Ibrahim brings together fashion and feeling — a reminder to wear your story proudly, laugh at life's chaos, and never take yourself too seriously.

Off-White c/o Virgil Abloh™ embarks on a new narrative where free thinking inspires a pioneering format for the future, where the age of imagination is the product of reality.

Inspired by Virgil’s vision and approach to his art, Off-White™ nourishes a collective of creative minds that represent the best in their category and have a strong and personal connection with Virgil. Ibrahim’s relationship with Virgil and Off-White™, born and nurtured through Instagram DMs, blossomed both personally and professionally over the last 3 years creating a strong bond based on mutual respect and shared values.

“Making a successful luxury brand in nine years is genius. It’s a feat that I admire and hope to continue building upon with a rich legacy. He revolutionised streetwear and luxury that crosses generations and decades. He showed the world that the underrepresented, the underdogs and Black people, in particular, have brilliant minds and can push and compete equally in the establishment. He inspired hope and brought about change.” - Ibrahim Kamara, Art&Image Director Off-White™