Minus C is a design-led brand that reinterprets traditional Iranian techniques through a contemporary perspective. Working with crafts such as Qalamkari, the brand brings attention to materials and practices long pushed to the background; not removed, but seen anew. By placing these techniques within modern forms, Minus C shifts perception: the familiar feels unfamiliar again, and what was once overlooked finds fresh meaning. Each piece holds a quiet dialogue between past and present, where craft, material, and intention come together to shape a new story.

WHY RAAWI CHOOSE IT

I kept Minus C because it looks where others don’t. It takes techniques and materials that were once overlooked, misunderstood and gives them time, care, and presence. I chose Minus C because it reminds me that value is often hidden in what we’ve learned not to see and that attention itself can change a story.