Ahmad Alwohaibi / Designer

I am a Riyadh based creative director leading the design and marketing of my brand 2D2C2M (Too Dark To See Tomorrow). I transformed my teenage dream and stepped into the world of fashion in 2015. 

It all started when I was only 21, young and ready to take on the world. I fueled my inspiration from my personal experiences. Observing people and appreciating the aesthetics of the world revealed to me my creative side. It took me years to acknowledge my emerging passion. Finally, at 24, I took the leap and co-launched my brainchild. 

“My emerging passion was like falling in love, a bit of ecstasy and a lot of foolishness.”

I grew up in an environment where anger and frustration influenced my creative processes. My openness to experience the novelty of life needed an outlet and a medium for others to relate. Although I am still exploring different perspectives, I am at peace knowing my interests thrive in a particular group of people. 

In my view, what I do is more than “just a job”. It serves as a vehicle of profound inner discovery and transformation.

My brand turned into a lifestyle movement in the last six years. All of my collections are inspired by some point in my life. My contribution to fashion is also my personal revolution. From idea to its conceptualization, my creative processes are fascinating to me as well. I am always exploring high-quality mediums and designing. This constant state of learning has helped in adapting to the ups and downs of life. 

My work represents something profound, having to do with my desire for freedom.

The fulfillment my work has provided me is unparalleled in my experience. I want to be able to look back 20 years from now to say, “Oh man! Look what we did! This is what we achieved!”

My goal is to create designs reflecting on my journey. I always challenge myself in the middle of all the chaos to design a collection mirroring the changes in my life. 

For any inquiries or questions, feel free to contact me.