Shot in South Africa, the latest campaign from Dubai-based streetwear label explores memory and identity.
Regional fashion brands are having a moment, and not simply because they offer an alternative to the international heavyweights. Across the Middle East, homegrown labels are building genuine credibility by creating collections with a clear point of view, strong design language and a sense of community that goes beyond clothes. Amongst few has long been part of that conversation, and its FW25 release shows exactly why the Dubai-based brand continues to command attention.
For FW25, amongst few turns its focus to memory. The new collection draws on the textures, tones and silhouettes that shaped the founders’ youth, resulting in a line-up that feels rooted in nostalgia without appearing overly referential. Instead of leaning on trend-led design, the brand has delivered a collection that balances familiarity with a contemporary edge, offering pieces that feel easy to wear now and relevant long after the season ends.
The campaign was shot in South Africa, where amongst few teamed up once again with longtime collaborator Uncle Salik. Set against rugged coastlines and expansive natural landscapes, the imagery gives the collection a raw and understated energy. There is nothing overly polished or contrived about it. Instead, the setting reinforces the brand’s ability to make everyday essentials feel more thoughtful, more lived-in and more connected to real life.
The collection itself covers the core building blocks of a modern wardrobe. Expect tees, hoodies and outerwear alongside knitwear and easy layering pieces designed with comfort and versatility in mind. The palette stays grounded in wearable shades of black, white, brown and navy, making each piece simple to style and easy to integrate into an existing wardrobe. It is the kind of edit that favours longevity over noise, which has always been part of the amongst few appeal.
For those less familiar with the label, amongst few has become one of Dubai’s genuine fashion success stories. Founded in 2014 by Flo Moser, Khalid Bin Hadher and Mike Taylor, the brand has spent more than a decade building a loyal following through premium streetwear and a broader lifestyle identity that stretches into coffee, culture and community.
That wider sense of identity is what continues to set amongst few apart. The brand understands that modern streetwear is no longer just about statement graphics or seasonal drops. It is about storytelling, authenticity and creating pieces people actually want to live in. With FW25, amongst few delivers a collection that feels personal, polished and quietly confident.
The amongst few FW25 collection is available now online and at the brand’s flagship store on Al Wasl Road in Dubai.
Location: amongst few, Villa 3, 966 Al Wasl Road, Umm Suqeim, Dubai
Contact: www.amongstfew.com