At 22, most people are still figuring themselves out. For Mohammed Albastaki, founder of Dubai-based streetwear label Delude, that self-discovery has taken shape in oversized silhouettes, globe graphics, and an unapologetic philosophy: to make people feel delusional the moment they step into his clothes. “Delude is an inclusive brand, for everyone,” Mohammed says. To wear Delude is not just to get dressed, but to step into a character: bold, unapologetic, and delightfully delusional.
Delude emerged in 2021, when Mohammed was a first-year student at the American University of Dubai. With an idea sparked by a track “Deluded” by Tion Wayne he set out to create a label that was never meant to stay a hobby. “We had ups and downs, even took a one-year gap,” he admits. “But the more it grew, the more potential I saw in it. It became more than just a hobby, it became a business.”
The ethos is simple: no fast fashion, no copy-paste. Each release isn’t just a collection, it’s a chapter, a drop with its own narrative, graphics, and attitude. “Different designs but the same theme. Each chapter has its own story,” he explains. Those stories are shaped by mood boards, cultural cues, and an instinct to stand apart. “I try to do something different and not copy,” he insists. That refusal to conform is what sets Delude apart, resulting in pieces that feel both familiar and freshly reimagined. Delude’s aesthetic is unmistakable: oversized T-shirts in 100% cotton and heavier fabrics for winter. “Hoodies are timeless,” he adds. “They’ll always have a place in Delude.”
Delude’s creative evolution began with sketches shared between Mohammed and his cousin. Now, design is handled by Alan, a designer from Mexico who also works with cult label Hidden NY. “I like globe designs,” Mohammed says simply, pointing to one of Delude’s recurring motifs. His process is surprisingly fast-paced: a week to design, two weeks for production.
Thanks to a trusted supplier, there’s no need for endless sampling. “We have a good relationship,” he says. “I just order in bulk.” That confidence frees Mohammed to focus on something far more important. “I love seeing people wear the clothing and get messages about when the next drop is going to be,” he says. “That anticipation is everything.”
This UAE National Day, Delude is set to release a collection emblazoned with the UAE map and the words Origin of Delude. More than a chapter, it is a manifesto of belonging, proof that the brand is both proudly local and globally restless. Yet even as the brand grounds itself in Dubai’s cultural moment, Mohammed’s ambitions extend well beyond the city. Since then, Delude has expanded shipping to GCC countries, with international reach firmly on the horizon. “International shipping is the goal,” he says. “But it starts with carving out a bigger community here first.”
That community will only grow bigger as Delude gears up for its appearance at e& MOTB next year, a coveted slot on Dubai’s streetwear calendar. When asked about his dream collaborations, Mohammed doesn’t hesitate. London. The city’s streetwear scene, with its balance of grit, polish and global reach represents the next horizon for Delude’s aesthetic. Beneath the ambition, lies a simple joy. “I love seeing people wear the clothing,” he says again, with a smile that suggests this is what it has always been about. “That’s what drives me.”
Delude may have been born from a song lyric and a student’s curiosity, but today it stands as one of the UAE’s most promising young streetwear brands. Streetwear’s next wave isn’t coming from New York or London. It’s being written in Dubai, stitched into every oversized tee of Delude and Mohammed Albastaki is the name you’ll want to remember.