The Ishu Scarf, invented by a 28-year-old guy, Saif Siddiqui, from New Delhi, is gaining popularity amongst the cynosures.
Celebrities around the world are bothered about their privacy and here’s a solution from this New Delhi student, who now runs his booming business due to his innovative product and creative talent. The name “ISHU” stands for privacy and silence, and is a play on the words “issue” and “shh”.
Everyone from Hollywood actors to football superstars are being spotted the Ishu scarf in public.
Image credit: Buzzfeed
Siddiqui told Buzzfeed the scarf’s purpose was to give people their privacy.
“The main intention is to make people aware of how important privacy actually is,” he said. “Everyone has a ‘brand’ online, and with the ISHU Scarf, people are back in control of their privacy.”
Presenting… the paparazzi-proof ISHU Scarf!
Image Credit: theishu.com | Jillionaire “Major Lazer” DJ and Producer
Image Credit: theishu.com | DMX, The Rapper
Image Credit: theishu.com | Cameron Diaz, Actress
Image Credit: theishu.com | Jemery Piven, Actor
The Ishu scarf made from a special fabric – consisting of thousands of nano-spherical crystals reflects light back into the camera and hence makes the wearer invisible to the flash photography.
The ISHU was officially launched at Soho House Toronto in October 2015. The force behind the creation of this #InvisibilityCloak was adamant that a stylish solution be available to that select group of people who want to control unwanted pictures of them being taken with mobile devices, which inevitably end up plastered across social media.
Image Credit: theishu.com | Saif Siddiqui, founder of theishu.com now runs his booming business shuttling between London and Amsterdam.
It took Saif 6 years to research and present his idea into a demanding product. We often see the success but fail to see the hard work, dedication and belief in one’s idea and his continuous efforts to make his idea successful. Here’s the making of “The ISHU Scarf”:
The concept of The ISHU dates back to 2009 when Dutch-born Saif Siddiqui took a picture of friends standing in front of a bike in Amsterdam. He noticed that the bike’s reflector manipulated the flash of his mobile camera in a way that obscured the faces of his friends in the picture. He immediately realized that if developed into the right product, this feature would be an ideal solution for his friends and now available to the public who want to keep their private moments in public private. Saif put together a team of experts
who dug into the science of light and reflection, and how to blend technology with fashion. 6 Years later The ISHU is released to instant acclaim. Privacy is back.
The “anti-paparazzi” cloaking device also works with video cameras.
Siddiqui is launching ISHU phone cases in July, and hopes to get the product integrated in museums and private jets soon.
He aims to bring the concept to India in a few months, and is hopeful that it will catch the eye in Bollywood as strongly as it has in the rest of the world.
CA Shivani Gupta 