Cardiff-born and of Middle Eastern extraction, Haitham Shamsan didn’t see himself represented in the fashion industry. So, he did something about it. Amy Wild caught up with the ambitious designer behind fashion brand Double Crossed Clothing on building a modern, chic brand on the principles of inclusivity, unity and giving back.

Meet Haitham Shamsan, the 30-year-old entrepreneur from Wales who is on a mission to bridge cultures through fashion. As the brains behind the unisex clothing brand Double Crossed Clothing, Haitham is on a mission to create a fusion of eastern heritage and contemporary western style that’s unique and stylish.

Born and raised in the UK but of Middle Eastern descent, Haitham has always worn the shaman, a traditional Middle Eastern scarf, as part of his everyday clothing. “It’s something that’s worn by Arabs in every city and country across the world,” Haitham says. “I was looking for a brand that was representing my ethics, my legacy, my history and my culture, and there was nothing out there that represented it.” That’s when he decided to create his own brand to bridge the gap between Eastern heritage and contemporary Western fashion.

Haitham’s journey to create Double Crossed Clothing was inspired by a simple idea. “I was wearing the shaman one day, taking a picture, and I was thinking I could merge the scarf with a T-shirt,” Haitham recalls – and just like that, Double Crossed was born.

Haitham explains the story behind the brand name while showing me the scarf – “you can see that the pattern double-crosses itself” – and it’s this sort of attention to detail and symbolism which sets Double Crossed Clothing apart, making it a unique and stylish brand that stands out in the fashion world.

With over 10 years of experience in design and brand communication, Haitham’s passion for entrepreneurship is evident. But for him, Double Crossed Clothing is not just about fashion. “It’s so much more than that,” he emphasises. “It’s about celebrating culture and heritage. I want people to wear something that moves them.” Haitham’s vision goes beyond just creating clothing; he wants to make a movement that promotes inclusivity and unity in diversity through fashion.

As we chat further, Haitham’s passion for giving back becomes evident: he is not just focused on making profits, but also on making a positive impact. “I want to give back to the people that created this scarf – the people that have worn it for 100 years,” he states; Double Crossed Clothing plans to donate 10% of its profits to support these communities and charities, making a positive impact beyond the world of fashion.

Haitham’s ambition for Double Crossed Clothing doesn’t stop at just creating a fashion brand. Certainly, he envisions reaching the luxury demographic – “that’s why I ensure that the clothing is produced in Portugal, known for its high quality” – but that’s just the beginning. Haitham has plans to expand into other industries and collaborate with celebrities, taking Double Crossed Clothing to new heights.

As our conversation comes to an end, it’s clear that Haitham Shamsan is incredibly passionate about his brand and the future of what it can become. His unwavering passion for his culture and bold entrepreneurial spirit make him a force to be reckoned with. Double Crossed Clothing has the potential to transcend ‘brand’ status, into something which brings cultures together and celebrates diversity in all its forms. For now, as Double Crossed continues to make its mark in the fashion world and beyond, its future looks bright.

Info: Double Crossed on Instagram

words AMY WILD