Alongside designer Hayate Ichimori and creative director Jun Kikuta, London national Omar Afridi launched his namesake brand in 2018. Marrying Japanese creative sensibilities with Afridi’s Afghan heritage, their design ethos centers tension and dialogue – between places, identities, temporalities, the unfamiliar and the comfortable. At the conceptual heart of Omar Afridi’s aesthetic lies a curious term: Primitive Mode. Primitive, in this context, refers to raw textures and natural forms, the fundamental human inclinations that underlie and inform our stylistic preferences. Mode signals the brand’s attention to and awareness of its place within ever-changing understandings of what “fashion” means today. Ultimately, Primitive Mode aims to operate in the space between technical excellence and human touch, letting the small moments of tension in a garment speak quietly.