Rad Hourani opted out of formal design education, preferring instead to earn his fashion pedigree from the school of hard knocks. This bad boy tendency is manifest in his errant, black designs. His adventures in Paris and other major cosmopolitan cities lend his clothes a modern European minimalist edge.

" I like the idea of a world that we could live and shape by ourselves, only by observing. Each our own. My clothes have erupted from this world of mine. They are asexual, aseasonal, they come from no place, no time, no tradition, yet they could be home anywhere, anytime."

Early on rad was immersed in the fashion world as a model scout. He searched for unique beauty on the streets of Montreal, New York and Paris and also took jobs as a stylist. When he went on to set up his own line in Paris at the tender age of 25 he was already very well-versed in the fashion game.

Hourani does not consider himself to be either a designer, nor a photographer, nor an artist, nor a filmmaker, nor a writer, nor an art director, nor an architect, nor a musician. He is all of that in one, which gives him a wide scope of self expression that puts his mark on everything he is undertaking and that nurtures and pushes further his vision of a world without any boundaries be they physical, mental, or gender-based."

Driven by “curiosity and innocence,” rad dove head first into the world of fabrics and cuts. His “asexual, aseasonal” clothes are rife with androgynous appeal, making them the wardrobe for the coming apocalypse of sexiness.