Ibrahim Abudyak is the Founder and Creative Director of JOKES ASIDE, a premium streetwear brand built on the principles of individuality and rebellion. Launched in 2023, JOKES ASIDE reflects Ibrahim’s passion for pushing boundaries, particularly in fashion. As a true creative at heart, JOKES ASIDE isn’t his first rodeo; he is also the co-founder of The Smash Room, a unique entertainment destination in the UAE known for its unconventional approach to stress relief.
Ibrahim’s business acumen, demonstrated through his success as CEO of The Smash Room, has led to early triumphs for JOKES ASIDE. With a background in sales, marketing, and business development, he quickly garnered public recognition for the brand, selling out its initial launch at BRED Abu Dhabi in 2023 within just five days. Since then, JOKES ASIDE has been invited to attend other reputable fashion and pop-culture events thereby cementing its status as an eccentric fashion brand with a cult following.
Ibrahim’s growing influence in the fashion space set the stage for the brand’s future expansion. His success enabled him to pitch JOKES ASIDE on Shark Tank Dubai, where he highlighted the brand’s narrative of confidence and openness. In June 2024, JOKES ASIDE attained an impressive achievement as a homegrown brand by securing its first four stockists. Since inception, the brand has also collaborated with several UAE-based artists, fostering a movement of authentic self-expression and establishing itself at the heart of the UAE’s creative community.
With global ambitions and innovative plans for the future, Ibrahim, as the Creative Director, oversees the brand’s entire creative development. This includes the apparel’s visual aesthetics, fabric quality, high-level design concepts, and constant experimentation for future collections. Nicknamed ‘Mr. Colourful’ for his vivid fashion sense, Ibrahim loves showcasing his inventive outfits and sharing the joy of genuine self-expression with everyone he meets.
Follow Ibrahim’s journey and vibrant lifestyle on his social media channels:
- Instagram: @str.stylist
- LinkedIn: Ibrahim Abudyak
