good morning

All the way back in 2017, Hadeer Omar started showing Nathan some of the good morning messages her family sent on their family WhatsApp group. It was the start of a casual collection, which became more and more filled with flowery daily encouragement sent between loved ones. Some of you have seen these before, some of you try to ignore them, but we are stepping in to monumentalize these not-so-trivial moments of goodwill, sentimentality and typographic innovation from your Mom (and aunts, and cousins, and coworkers, and…) Have a blessed day!!

This project was designed by Sarah Elawad and Nathan Ross Davis, with production assistance from Eman Makki, and loads of images from Gihad Ataalla, Hadeer Omar, Eman Makki, and Jood Elbeshti.

With further adaptation, you can now have a bespoke hoodie that uses six unique textures and colors of HTV, including three types of glitter, two types of flocking, and a holographic rainbow. The hoodie is 100% cotton, designed in collaboration with Lauren Morrel, and stitched in Doha. We designed and printed the graphic by hand in our studio! It’s pretty switched on 🔥!!