Since landing on the scene in 2019, Tarrāh Studios has been carving out a space where raw energy meets refined design. Rooted in the clash of German and Persian influences, the Amsterdam-based brand channels the grit of underground rave culture and the pulse of the city’s subcultures into a boundary-pushing, genderless aesthetic. In this interview, we get under the skin of Tarrāh Studios to explore its origins, influences, and what’s next for the label.
Can you tell us about your journey in founding Tarrāh Studios? What inspired you to start the brand?
Rooted in both German and Persian cultures, I was always determined to carve my own path into the fashion industry, drawing on my authentic self while striving to create something entirely my own. Five years ago, I moved to the Netherlands to pursue an education that would equip me with the tools to eventually launch my own brand. I began studying Business before transitioning to Marketing Communications, all while teaching myself the fundamentals of fashion at a young age—drawing patterns, shaping a distinct brand identity, and laying the foundation for my creative vision.
The influence of designers like Virgil Abloh and Japanese creatives such as Nigo was pivotal in founding Tarrāh Studios. Nigo’s words, “I don’t think you need to study fashion to make clothes,” resonated deeply with me, affirming my belief that passion and determination could lead to success, even without formal training. This mindset has been the driving force behind Tarrāh Studios, allowing me to learn, grow, and refine my craft along the way.
The concept for Tarrāh Studios emerged from my experiences with underground raves between Germany and Amsterdam. These spaces, where freedom was expressed through music and raw energy, had a profound influence on me. The underground culture shaped my perspective on life. I spent countless nights with my older brother and friends exploring clubs and parties. We were captivated by the people, the intense energy, and the brutalist architecture that gave these spaces their unique character. It was in these moments that the vision for my brand was born—a desire to capture and translate that feeling of freedom into designs that could be worn both day and night.
How do your Persian roots influence your designs and the identity of Tarrãh Studios?
The name “Tarrāh” is derived from the Persian language and translates to “designer,” embodying the brand’s philosophy: to create with purpose and to narrate through design. Empowering and inclusive, Tarrāh Studios stands as a testament to craftsmanship and innovation, where the intersection of form, utility, and artistic expression defines a new narrative in contemporary fashion.
In previous collections, I have consciously incorporated elements inspired by my Persian roots, such as lettering, carpet tapestry patterns, and motifs that pay homage to my Persian cultural background. These details were implemented into designs with a focus on creating a narrative celebrating the empowerment and resilience of young Iranians who want to escape the system. However, the extent to which Persian influences are visually present can vary depending on the collection. While some seasons emphasise these cultural elements more explicitly, others, like SEASON_004, focus on the ethos of the brand and the thematic inspiration of that particular collection. SEASON_004, for example, draws heavily from Amsterdam’s underground culture and does not visually contain Persian elements, but that influence might resurface in future collections as the story of Tarrãh Studios continues to evolve.
Tarrāh Studios combines practicality with strong elements of self-expression. How do you navigate this balance during the design process?
For me, practicality translates to comfort and adaptability—being able to tailor a look to suit different situations. From evening looks in snakeskin to a balaclava windbreaker designed to tackle the Dutch weather, my design language is always flexible in terms of style, silhouettes, and direction. My creations stem from personal, deeper feelings and perceptions, which can change from collection to collection.
As a brand rooted in Amsterdam, how does Tarrāh Studios reflect and contribute to the Dutch fashion landscape while drawing inspiration from the city’s culture, diversity, and unique cultural signifiers?
Tarrāh Studios is deeply influenced by Amsterdam’s rich culture, diversity, and creative energy. The vibrant and diverse underground communities that thrive within the city, and spaces where individuality, creativity, and self-expression are celebrated provide endless inspiration for my brand. Amsterdam’s openness and inclusivity align perfectly with the ethos of Tarrāh Studios, which emphasises individuality and self-expression through design.
We fit into this narrative by drawing inspiration from these multifaceted subcultures and creating designs that resonate with their values of freedom, empowerment, and individuality. While the rave and techno scene are significant sources of inspiration, especially for collections like SEASON_004, which captures the energy and spirit of these nights, Tarrāh Studios also embraces the broader cultural fabric of Amsterdam. The brand reflects a commitment to amplifying this diversity through bold, innovative designs that channel the pulse of the city.
Your latest collection, SEASON_004, draws heavily from Amsterdam’s techno scene as well as its underground culture. What is your personal connection to techno music, and how has it shaped the collection?
To me, techno music is not just a genre; it’s a culture of freedom, individuality, and community—values that are foundational to Tarrāh Studios. The energy, anticipation, and creative expression found in these underground spaces inspired this collection. In creating SEASON_004, I wanted to capture the raw, unfiltered energy of these spaces and bring it into wearable designs. The pieces are a celebration of urban exploration and the dynamic, ever-evolving spirit of Amsterdam. Whether it’s the oversized, worn-in aesthetic of the bomber jacket, perfect for late nights before entering the club, or the lightweight, breathable designs for hot nights spent dancing, each garment reflects the city’s underground culture.
How do you see Tarrāh Studios evolving in the next few years? Are there any future collaborations or projects in the works that you’re particularly excited about?
Looking ahead, Tarrāh Studios is focused on establishing a significant presence in contemporary retail spaces worldwide, where customers can not only purchase our products but also directly experience and connect with the brand on a deeper level. We are working to create immersive environments that reflect our creative vision, offering spaces that resonate with the values of Tarrāh Studios. Additionally, we aim to curate more community-based events to deepen our bond with our audience. These events will serve as platforms for meaningful connections, allowing us to engage directly with our community in authentic and inspiring ways.
At the same time, we are excited about future collaborations, particularly in the sneaker space. We’re actively working towards partnering with the right collaborators to launch a sneaker that will serve as a natural extension of our creative vision. This partnership will allow us to introduce an innovative product to the market, blending our design ethos with the technical expertise of a respected partner.
Credits
Creative Director: Vincent Puja
Photography: Isha van Dijk
Photo Assistant: Giovanni Salice
MUAH: Carmelita Bianca
Model: Petra Mälkiäinen
Model: Niklas Göbel
Socials: Kirsten Hartman
