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The invisibility disguise maker
- Updated: July 10, 2016
It was 6 years ago that businessman Saif Siddiqui had an epiphany. He was in London and a crony took a design of him station in front of a motorcycle. When they saw a design later, a mirror of a motorcycle had played spoilt competition as it reflected a flashlight creation it tough to see anything else.
Singer Joe Jonas wears a headband to equivocate a paparazzi. Pic/ishu.com
“It was afterwards that we realised that this could come handy. What if celebrities could wear something that would inhibit a paparazzi’s cameras,” says a 28-year-old on a call from London.
He used that believe to launch a ISHU — mashup of a difference ‘issue’ and ‘shush’ — scarf, that celebrities all over a universe (think Jo Jonas, Paris Hilton and Major Lazer) are wearing to frustrate a cameras. The headband is embedded with millions of little crystals that simulate light. The finish outcome is that when a luminary wearing a headband is photographed, a pinch of light creates it an overexposed picture. Siddiqui trafficked all over Tokyo, Korea and Turkey and all a conform weeks of a universe to benefit believe of a technique.
But, it took a Amsterdam-born Delhi boy, now staid in London, a while to get a product adult and going. And a lot of far-sightedness. After completing his drill in Amsterdam, he attended college in London and complicated branding, promotion and business. He afterwards worked with a branding and eventuality association to get to know a inside of this business — “I wanted to know how celebrities worked, how brands approached them, strategy, marketing, amicable networking.”
Saif Siddiqui
Eight years ago, he started Access All Brands, a association that helps conform start-ups hit celebrities to pull their product. And afterwards in Oct of 2015, he finally launched a ISHU scarf, and subsequently, mobile phone covers. “We live in an age of amicable media — each design is commented on. Social media needs to be used responsibly and we wanted people to know that remoteness is important. Actually, these days, invisibility is a super power.”
His categorical intention, he says, is to move behind remoteness in a universe where everybody has a mobile phone, and everybody has an online ‘brand/image’ to protect. “With a ISHU, people can take control. People should have a right to select when they wish to be photographed either we are a luminary or not.”
Since his association already had entrance to Hollywood celebrities, Siddiqui has an considerable list of clients, that also includes Swedish House Mafia and Jeremy Piven. He is now formulation to work with Bollywood stars next. “I wish to work with a right influencers. Maybe Shah Rukh Khan or Abhishek Bachchan. Let’s see what happens. It’s still all so new. But it’s truly a need of a hour.”