Looking Back To Move Forward: A Conversation With Imran Mohamed
We like to support people doing important and cool things. Ticking both those boxes, we wanted to check in on Imran Mohamed, founder and creative director of the Cape Town-based label, Asa Sadan.
Written By: Tshiamo Seape
Hey Imran. What keeps you most busy these days?
Hi! There’s been a lot going on.
We recently moved into our first office space and design studio. We have also been working hard on improving existing product – playing with fabrication, construction techniques and design details – as well as designing new product for the warmer months. There is also an exciting collaboration in the works – details will be communicated soon!
What media (shows, movies, music, whatever) are you dying to recommend?
I haven’t found new TV or film releases to be particularly inspiring. However, on the film front, Kahlil Joseph’s work for Kenzo and pgLang has been a strong reference point recently.
‘mode(l) by Nkhensani Mkhari at A4 and The Provenance Part I by Lukhanyo Mdingi Exhibition at The Fourth are definitely a must-see if you’re in the city right now.
Malcolm Jiyane Tree-O’s album UMDALI has been great to create to.
Your brand has a lot to do with generational storytelling and family. What has been your immediate and extended family’s reaction to your success?
Initially hesitant. Achievements over the past year have shown the potential of the brand, and they are moved by the brand concept of honouring and commemorating the familial and cultural traditions of our heritage. Though they were initially hesitant about fashion as a career, I think the achievements over the past year have put into perspective the potential of what we are building.
What makes you feel most nostalgic?
The craft of garment creation. South Africa was once a global hub for clothing manufacturing. I hope that myself and my peers can revive this through our work.
History and heritage form a basis for what you’re inspired by. Why is acknowledging the past so important to you?
We are living in a time where our generation is looking to the past to find ways of contributing to the future. My craft is a medium to honour and commemorate the sacrifices of the generations that came before us.
What or who has inspired you most recently?
The creative renaissance South Africa is experiencing right now.
The influence of Islamic Art on the house of Cartier has also been a key point of research for future works.
Thematically have you settled on what your next collection will be about?
For the next offering, I am looking to build on the foundations of the brand, delving deeper into the theme of our most recent offering: ‘Generational Succession’.
As mentioned earlier, there are conceptual threads that run through your work. Is there anything tangible that you keep coming back to?
Iteration forms a big part of the creative process. Rather than constantly designing new product, we aim to develop core silhouettes that we can constantly improve over time, through trialling different fabrications, construction techniques and design details.
Does the introduction of the Asa Sadan technical wrap skirt signal a shift to more overtly feminine pieces, or is that interpretation left up to the wearer?
With our most recent offering, ‘Generational Succession’, we introduced two ‘feminine’ silhouettes, the technical wrap skirt and the fitted, high-neck performance top. I wouldn’t necessarily call it a shift, but rather an expansion of our offering. That being said, we are looking to further expand this offering in the coming seasons.
How was the experience of being featured in GQ?
It was an honour to be featured in one of the most iconic menswear publications, especially as a designer shaping menswear in South Africa.
You recently graduated with an MBA from Central Saint Martins. How did you celebrate?
My parents joined me on the trip back to London for the graduation ceremony.
What’s the next milestone you plan on checking off the bucket list?
I think the next major milestones for me would be to curate some form of exhibition, secure funding and mentorship to further scale the brand and start working with international stockists. I definitely want to further the practice into more film work as well as within the art realm.
What creative pursuits do you have outside of fashion?
I am currently working on some furniture and housing concepts, hopefully, this will be realised in the near future.
