HUGEL Joins Forces With TAFARI To Debut a Visionary New Label Transforming Fashion into Wearable Art
, international house music sensation HUGEL and creative visionaries TAFARI and KAMALI unveil TAFARI WORLD, a forward-thinking new apparel label that reimagines streetwear sensibilities through an uniquely artistic lens. Fusing together innovative design and high-end style with an avant-garde edge, TAFARI WORLD arrives on the scene as more than a contemporary clothing brand; it is a movement, a celebration of the connective power of creativity that harnesses fashion as its medium.
The debut of TAFARI WORLD signals the HUGEL’s first serious foray into the fashion realm, offering a testament to his unstoppable drive to carve out his space in popular culture, on his terms.
"I’ve always dreamed of launching a clothing line, but it had to be something truly different—rooted in art, culture, and authenticity,” said HUGEL. “TAFARI WORLD is the realization of that vision: a brand where creativity leads the way, not trends or hype. From the moment I met Tyler, his raw talent and artistic originality were undeniable. To combine our respective strengths to bring this project to life - from design concepts and materials, to the brand’s continued evolution - has been an incredible fusion of our creative energies. TAFARI WORLD is more than just streetwear; it’s wearable art that fills a gap in the market with something fresh and unapologetically real. This is only the beginning — together we’re redefining the way fashion is experienced, unlocking an entirely new world of possibilities”
TAFARI: “HE WHO INSPIRES AWE”
The TAFARI WORLD philosophy is simple, yet profound: creativity is a universal language and tapping into its frequency unlocks endless possibilities for self-discovery. Whether through fashion, music, or art, TAFARI WORLD is a next-generation platform encouraging a global community to explore their potential and connect with a higher artistic plane. Guided by these principles, TAFARI - which translates from Amharic to “He Who Inspires Awe” - honors the ancient connection between humanity and its creations, evoking a powerful, timeless energy that resonates through every piece.
The brand’s inaugural collection will deliver a visually arresting assortment of styles that feel both grounded in tradition and transcendent in nature. Drawing influence from TAFARI’s South African roots, the exclusivity of streetwear culture and the furthest reaches of its founders’ creative depths, each design is a fusion of tribal patterns, psychedelic visuals, and luxurious craftsmanship. Hand-dyed shirts, vivid prints, and precisely tailored jackets create an aesthetic that feels both raw and refined—capturing a sense of untamed energy and elevated sophistication.
The TRIBE Pants stand as a standout example—velvet-lined pockets and a sleek, luxurious silhouette make them as functional as they are artistic. With prices ranging from $90 USD to $495 USD, the collection features T-shirts, outerwear, pants, and accessories, all crafted for those who dare to wear their identity with confidence.
Every TAFARI WORLD piece is a statement designed with intention, offering an invitation to step into a world that celebrates creative freedom, individuality, and connection to something deeper. Further bridging the gap between artistic realms TAFARI WORLD will be popping up for the first time in Miami at Factory Town from Thursday, December 05 to Sunday, December 08 during Art Basel to deliver an immersive shopping experience for style enthusiasts and party-goers alike.
BEHIND THE BRAND
TAFARI WORLD is as much about the artistry behind it as it is about the clothes themselves. The brainchild of Tyler Beejan Adibi - artistically known as TAFARI - TAFARI WORLD is the physical manifestation of his own artistic evolution, commitment to craftsmanship and a relentless pursuit of individuality. A self-taught designer inspired by the world of visual arts, TAFARI’s approach to fashion has been driven by an insatiable need to create something truly authentic in a traditionally trend-dominated market from the onset.
Before TAFARI WORLD, TAFARI’s work existed as bespoke, one-of-a-kind pieces crafted for friends and cultural tastemakers including the likes of Diplo, Dillon Francis, and Manuel Turizo. His early designs—psychedelic prints, tie-dye, and tribal patterns—were infused with personal meaning and energy. To TAFARI, each garment was more than just fashion; it was a work of art, a tangible expression of the world he felt around him. This philosophy would soon capture the attention of DJ and producer HUGEL, whose own creative vision and personal passions aligned seamlessly with TAFARI’s ethos.
“TAFARI WORLD is a movement to awaken your creativity and tap you into its frequency - The brand is founded on the notion that we are all artists, no matter the form or medium,” said TAFARI. “I’ve always been an artist, drawn to the style of brands with distinct identities that resonate with my own creative vision. After spending years looking for clothing that I felt captured who I am, I decided it was time to translate my own energy into not only the visual arts, but into wearable pieces. Taking inspiration from my South African roots and my love for 70s culture, combined with HUGEL’s dynamic brand of artistry, we are presenting a new wave of tribal streetwear and psychedelic luxury.
The collaboration between HUGEL and TAFARI is rooted in a natural synergy of artistic vision that transcends categorical confines. Following a chance encounter during one of HUGEL’s festival sets in 2022, the phenomenon quickly became captivated by the ingenuity behind the designer’s work and soon after was wearing custom TAFARI pieces at almost every one of his tour stops around the world. What began as a stylist-client relationship, quickly evolved into a full-fledged collaborative endeavor that merges TAFARI’s innovative craftsmanship with HUGEL’s discerning eye and business acumen.
Together, they forged a powerful, unified vision for TAFARI WORLD, transforming it from a niche, artisanal label into a dynamic force reshaping contemporary fashion. With HUGEL’s strategic insight and creative edge, the brand is set to break boundaries, blending uncompromising artistry, deep authenticity, and bold innovation to redefine streetwear on its own terms.
Revered as the instigator of the Latin House movement with his hit "Morenita", HUGEL has earned global recognition for his category-blurring, sultry compositions that command movement. Drawing inspiration from his Mediterranean upbringing and time spent in the Balearic Islands and Ibiza, HUGEL masterfully blends Latin, Oriental, and tribal rhythms to create a distinct sound uniquely in a category of its own. Since bursting onto the scene in 2015, the serial chart-topper has amassed an international following and over 1 Billion cumulative streams for his widely adored releases ranging from “Marianela (Que Pasa)” and “Morenita,” to his recent viral hit in collaboration with Topic and Arash - “I ADORE YOU” (feat. DAECOLM) - which currently boasts over 134 Million streams. The Latin House producer has also landed collaborations with electronic music heavyweights such as Diplo, Marshmello and J.Balvin, further solidifying his position as a major player in the dance music space.
The inaugural TAFARI WORLD drop arrives today via https://www.tafariworld.com/. For more information, please visit https://www.tafariworld.com/ or @tafariworld on Instagram.
