SILSILA Starts Here 

A person sparks an idea. An experience changes a perspective. And everything that came before shapes what comes next.

Introducing SILSILA, a collaboration between EDIT by Ahmed Seddiqi and SUBKO, born from a shared appreciation for the things that reveal themselves over time.

Through THEN / NOW / BEYOND, we follow three UAE-based cultural artists, exploring the experiences that shaped them, the ideas driving their work today, and what they’re carrying into the future.

Three people. Three creative practices. One story still unfolding.

A person sparks an idea. An experience changes a perspective. And everything 
that came before shapes what comes next.

Introducing SILSILA, a collaboration between EDIT by Ahmed Seddiqi and SUBKO,
born from a shared appreciation for the things that reveal themselves over time.

Through THEN / NOW / BEYOND, we follow three UAE-based cultural artists, 
exploring the experiences that shaped them, the ideas driving their work today,
and what they’re carrying into the future.

Three people. Three creative practices. One story still unfolding.

Meet The Curators

Shef Codes

From discovering hip-hop in Dubai to building a career that connects music, fashion, and culture, Shef Codes has always followed his curiosity. For SILSILA, the DJ and creative brings that same instinct for curation to a personal EDIT of watches that balance art and performance.

Explore Shef’s EDIT

Junaynah El Guthmy

Creative strategist, stylist, and model Junaynah El Guthmy believes personal style tells a story about who we are and who we’re becoming. Her SILSILA curation brings together pieces that reflect her heritage, the people she carries with her, and the woman she aspires to be.

Explore Junaynah’s EDIT

Karim El Atrache

For multidisciplinary artist Karim El Atrache, inspiration can come from anywhere, from the textures of Abu Dhabi to the rhythm of music. His SILSILA curation reflects his appreciation for timeless design and the details that invite a closer look.

Explore Karim’s EDIT