Omar Afridi is a unisex brand founded by two Japanese designers, Hayate Ichimori and Jun Kikuta. It underwent a rebranding in 2019-20AW (autumn-winter) and was renamed after its founder, Omar Afridi. The brand is based in London and embraces the intriguing concept of "Primitive Mode," which is rooted in the idea of human aspiration and achievement.

At the core of the brand's philosophy, various interests and perspectives collide and interact, giving rise to seasonal collections that align with the brand's underlying values. Omar Afridi is committed to exploring the intricate relationship between craftsmanship and materials in its creative process. This involves infusing a touch of elegance and a hint of playfulness into classic wardrobe staples like shirts, jackets, and denim. These designs are thoughtfully crafted, taking into consideration the symbiosis between people and clothing, and are made using meticulously selected high-quality fabrics sourced from Europe and Japan.