OOH. x Sabai
ORIGIN OF HEARTS has always had its roots sinking deep in exploration, chasing endless summers and celebrating distant, remote cultures. There is one thing for certain, though - a notion known to all - the idea that our true passions lie in our upbringing, our first loves, in the core of our being.
To our brand - but mostly our founder Irina, that core passion can still be found in her native Bulgaria. From growing up in her mother’s studio and trying her hand at sewing at an early age, to exploring the world later on in life seeking to rebirth the root of her values into creative existence, as well as regular trips to the Motherland juxtaposed against her current Island existence, Irina has expertly married her roots, mashed them up with a bare-foot lifestyle and put them out into the world through collaborations with like-minded artists, eye-opening cultural events and sustainable connections.
Naturally - with offices in Bali, Barcelona and Sofia - with thanks to the tireless work of our team, and our combined dedication to uphold all of those core values and sustain the existence of our roots, our brand was meant for a full circle moment. Meet SABAI.
SABAI - a word native to the THAI language, one that would easily take up pages to describe in any other language - simply means “to feel good; to be happy, here and now, with all that you’ve got; to feel content”. A simple idea, yet the hardest task for most of us to achieve in a material world.
SABAI is the name of a prominent concept store, located in Sofia, Bulgaria - a place, which celebrates creatives from all walks of life: photographers, artists, poets, jewelers, designers and more. Its founder Yana Yaneva discovered the space a few years back and instantly saw its potential. Then shortly after, following a life-changing trip to Thailand - the very place that lent her the idea for the name of the store - she opened up SABAI’s doors to a dedicated following, who was eager to discover and support local creatives. Over the years, Yana has been a champion for local talent and has sought to represent the passionate spirit of her country’s most inspiring creators. She’s brought in countless names, put many on the map and hosted numerous events, aimed at entertaining both the eye and soul of its attendees.
We are so, so excited to announce that starting today SABAI will carry an exclusive, limited stock from some of our most cherished pieces. We are the first clothing brand to take residence in this beautiful space, snuggled in one of Sofia’s most popular neighbourhoods, and we’re beyond proud to know that we are exhibited next to some of Bulgaria’s most celebrated visionaries. We hope that this won’t be the first time you discover our pieces, while continuing to work with people who aim to erase mainstream and champion individuality.
Find out more about SABAI here and if you live in the area, do check them out and offer this small but mighty business your support. If going out in public isn’t yet your thing, Yana has worked tirelessly to provide you with a pleasant, online shopping experience which guarantees safe and free, door-to-door delivery.
By Raya T Shearer
OOH. team
