Concept

04 is a fashion brand founded in 2015 by Elaheh Safi, focuses on innovative designs and creative approaches. Elaheh safi studied industrial design and launched her own studio just when she was working on her university thesis. Activities in various fields of art have helped her to involve multiple senses in the works. Her viewpoint on fashion is a combination of aesthetic, creativity and innovation. Elaheh believes that “Clothes can go beyond the second skin of human or a space around the body”. The brand values the importance of “applying new attitude in the fashion world”. Each piece is created through careful selection of material and production method. The main target of 04 is to create pure short moments that stop people and then encourage them to think and discover. We named it “The Moment of Suspension”!