Ya-sin Chahimiby Daniel Carlsten from Stockholm

Ya-sin Chahimi started his eponymous grooming brand as a self exploring art project. The brand is a mixture of expressions and influences from his father's origins in Morocco and his own upbringing in Sweden. Argan oil from Morocco bottled in an ascetic, utilitarian and minimal ”Scandinavian” design.

The brand comes to life through images that play with the notion of ”the creative genius” and the personality cult that so often surrounds beauty and fashion.