On 21st September 2016, ISHU announced a major collaboration with Jay Z. This featured the launch of our debut clothing collection dubbed #AnonymousSeason1, along with a pop up store in Soho, New York City – Celebrating 20 years of his debut album ‘Reasonable Doubt’.
On October 20th 2016, to mark the album's anniversary, ISHU launched a 96 piece capsule collection of ‘ISHU x RD20’ scarves at the Reasonable Doubt pop up store, a retail space created to replicate the iconic D&D Studios in New York.
“Jay Z and Roc Nation saw the same ‘spirit of independence’, as they put it, in what the ISHU and CEO Saif Siddiqui were doing. So like Alicia Keys sang in ‘Empire State of Mind’, the concrete jungle and October streets of New York became home to the dream team collaboration of the ISHU’s first collaboration - with a line of pop-up shop merchandise to celebrate the 20th Anniversary of Jay Z’s debut Album, Reasonable Doubt.”
– Huffington Post UK