While celebrities can seem to do whatever they like, there is one thing they would all agree they want more than anything else: privacy. They’re constantly hunted down by paparazzi and flash photographers, making something as mundane as a car ride home a challenge.
Enter, the ISHU scarf. Made from a customized fabric enhanced with thousands of nano-crystals, the scarf is engineered to reflect light back into a camera.
“ISHU” is a play on the words “issue” and “shhh.”
The scarf has become popular among celebrities like Jeremy Piven, Paris Hilton, Nick Jonas, Darren Cris, and Cameron Diaz.
Saif Saddiqui, now 28, had the idea for the ISHU scarf back in 2009.
He took a picture of his friends using a camera with the flash on. When he saw the photo, his friends’ faces were obscured because of light reflecting from a bike in the background. Years later with the right technology, came the ISHU scarf. Saif is also the founder of Access All Brands, an exclusive high fashion collective that caters to the wealthy. It seemed only fitting that he would market a product for his best clients.
“The main intention is to make people aware of how important privacy actually is. Everyone has a ‘brand’ online, and with the ISHU scarf, people are back in control of their privacy,” Siddiqui said.
In the next few months, Saif plans to bring the concept to India and have it catch on in Bollywood too.
#InvisibilityCloak
The ISHU scarf is one step towards celebrities taking back their privacy. You can check out their collections here.