Image by Sina Ruby.
Sina Ruby Homayun is the gorgeous, dynamic woman behind the multifaceted brand sinaruby. A mix of 90s street culture, Afghani roots and a penchant for philanthropy, Sina says the brand “is a creation from all things in my life”. She involves underground street fashion mixed with her own culture to produce cyber-influenced, female-empowering pieces that are to die for. Glitter, embroidery, crops, Arabic writing, nose chains and platform shoes are all part of her line that defiantly challenges the Arabic female stereotype. As she says, “I want to be a voice for a country that needs it and inspire social change to the youth all over the world”. I stumbled across her during my daily routine of trawling Instagram feeds and Tumblr dashboards. When I found her I could not put her out of my mind. I’ve always admired Jeremy Scott and Emma Mullholland for their relevant, internet-influenced, quirky lines. But Sina Ruby had more. She had an authenticity that was justified by her colourful background and her remarkable youth. Her pieces were so vivid: bursting with life, colour and originality. She seemed like an unstoppable force, and I couldn’t help but contact her. I tracked down this talented 20-year-old over the weekend and spoke about her motivations and her inspirations.
Hi Sina, thanks so much for talking to us. First off, where are you living now?
I’m currently living in Los Angeles.
You’re only 20 years of age and have already accomplished so much. What evoked the fire within you for social change through fashion?
There’s a part of me that wanted to join the Peace Corps, and there’s a part of me that’s a die-hard fashion addict. I guess that’s where my line meets: in the middle. I watched a documentary called Zeitgeist that really shook me up. Once you decide to open up your eyes to what’s really going on in the world, you can’t go back.
Your social media name (Afghan_Spice) indicates your origins. What are your family roots?
My family is from Afghanistan, and my parents came to America right before the Russians invaded in 1979. I am very lucky I was born in America.
What are the main inspirations behind your Middle Eastern inspired 90s street wear?
It’s a combination of old American culture and traditional Afghan culture. I love Versace from the 90’s, Calvin Klein, Saved by The Bell, and of course the Spice Girls. The silhouettes I use are modern, with Middle Eastern fabric and embroidery. It’s all one big mesh of my life!
Do you work alone or do you have a team that you work with?
My mom is my buyer in Afghanistan; she sends me the most amazing pieces! Other than her, I work alone. I would like a team one day, but it’s hard to trust people with my baby!
Your most recent line is coherent with the latest internet-broadcasted feminist movement (a la Brooke Candy). Are there any deeper objectives or goals in regards to women behind your brand?
I don’t think any women should ever fear to be themselves or express themselves. There are so many countries that oppress women and don’t give them this freedom. The main objective for my brand is to give countries like these a voice. I love Brooke Candy for telling women “not to give a FUCK!”
Are you planning to cover another culture for the next season of sinaruby? If so, what culture in particular?
Yes I am, but I can’t reveal that yet! (laughs)
You’ve mentioned in previous interviews that you want to start a modern day Civil Rights Movement and awaken our generation. What exactly do you want to inspire in the youth of today?
I want to inspire the youth to become socially, economically, and globally aware of everything that is going on around them. Global poverty is one of the biggest issues I’m focusing on. Ten percent of every item goes to the country it originated from or the country that inspired me to create a piece. Change in our world can only happen once people are aware of what’s going on. Once you educate people, then you can create a solution.
Recently we posted an article on FEMEN and how they publicly bare their breasts for womens’ rights. Not sure if you’re familiar, but these women literally stand in the street, half naked, and paint slogans on their bodies such as “Fuck Your Morals” and “Topless Jihad”. What’s your view on this sort of activism?
I respect it! I don’t think there is anything more beautiful than women risking their lives to stand up for what they believe in.
What other designers and artists do you admire?
Vivienne Westwood, Jeremy Scott, Rick Owens. I really admire BC Kingdom for their music and style. They are one of the few who can do ‘Arab style’ right.
Does the internet and social media play a big role in your brand?
It does! The internet and social media is what allows me to connect with people all over the world.
I think my favorite item of yours is the sporty crop tee with Arabic writing across the front. What are your favorite pieces in your current line?
My favorite piece is the hot pink harem pants with the gold-mirrored embroidery on the bottom. All of the embellished pieces are one of a kind, so the fact that I can’t have another one is probably why I go crazy for them! My favorite piece of jewelry is my nose chain, which I feel naked without!
Do you think your brand and your style challenge the preconceived notions of the Arab stereotype? Was this your intention?
Yes, it definitely was my intention! I’m not your typical Middle Eastern girl, and I want to show people that you can love and appreciate your culture without feeding into a certain mould.
If you had to choose one – Tumblr or Instagram?
Instagram! It’s a lot more personal, I like that.
As far as I know your website is still under construction. Where can readers go to get a taste of the sinaruby style?
I would say follow me on Instagram for now (@Afghan_Spice). It shows my personal style, as well as updates about my brand.
Instagram: @Afghan_Spice
Tumblr: sinaruby.tumblr.com
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