toufic beyhum captures the far-reaching pull of new york branding in namibia

‘I want to be a part of it…’ by toufic beyhum 

while visiting namibia, photographer toufic beyhum started noticing a curious pattern: how many namibians wore new york branded t-shirts, hoodies, and caps. he also wondered how many of them have been to the big apple, even to brooklyn or bronx. the answer is none. his latest photographic series, ‘I want to be a part of it…’, therefore documents the worldwide pull that new york has created, almost becoming a brand that people wear. 

all images © toufic beyhum

documenting the ever-present NYC t-shirts, hoodies, and caps 

for over a year, beyhum (see more here) stopped and invited hundreds of namibians with NYC branded clothing to pose for him, asking them one simple question in the process: have you been to new york? all of them had said no; some didn’t even know what was on their t-shirts and others wished to visit the city one day. he also noticed that some of the cheaper retail shops sell new york wear in different styles and for different ages. 

‘I have been photographing them using whatever camera or phone I had so these portraits are a mixture of phone, digital point and shoot, and 35mm film camera. I have stopped photographing people now because it can become obsessive, and it’s all I see,’ shares beyhum. 

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project info:

name: I want to be a part of it…
photography: toufic beyhum | @touficbeyhum

designboom has received this project from our DIY submissions feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

edited by: lea zeitoun | designboom