I liked how it is a play on words with ‘issue’, and how it has a ‘I’ and ‘U’ in there and a ‘SH’ like a hush, silence.Īnd how does it work? What’s the science behind it? I went through a lot of names along the years, but a few days before I trademarked everything, a friend of mine came up with the name, ‘The ISHU’. The ISHU is there for those that don’t always wish to be seen, whether you’re a celeb or not. People tend to forget how important privacy is, I think over time, everyone will understand the importance of digital content. Now, you don’t need to worry you are in an unwanted picture on Facebook or Instagram. Sometimes you might not be in the mood to be seen. In a world where everyone is on social media and everyone has an amazing camera on their phone, anyone can take a picture of someone and share it online. The aim is to bring privacy back, right? Why so? Read: Katrina Kaif threatens photographers with police action I launched the product just a few months ago and the press picked up on it and started calling it the ‘invisibility cloak’, which is crazy. So, I put together a team of experts and all these years later, managed to be able to black out pictures with the ISHU scarf when flash is used on a mobile phone. I thought how cool would it be to be able to wear something that could ruin a picture completely? If you are not in the mood to get clicked, you could wear something that would distort the image. I came up with the idea six years ago when some friends took a picture of me on a bike in Amsterdam, the reflector on the bike ruined the picture. How did the idea of the ISHU scarf come about? He’s hopeful of Bollywood embracing it with as much love. As for celeb reactions to it, Saif - who aims to bring the concept to India this August - says: “Most people are blown away”. In his first interview to Indian media, the 28-year-old, who lived in India for five years and studied at GD Goenka school in New Delhi, gets talking about his creation. (Clockwise) Before-and-after snapshots of American socialite Paris Hilton, German footballer Jérôme Boateng, Swedish DJ Sebastian Ingrosso and singers Nick Jonas flaunting the ISHU scarves. So, it comes as no surprise that his clientele - within six months since launch - includes global names like actors Cameron Diaz, Nina Dobrev, singers Nick and Joe Jonas, socialite Paris Hilton and German footballer Jérôme Boateng. His aim: to bring privacy back! The ISHU scarf - a chic accessory that’s for both men and women, and can be styled in different ways. Meet Saif Siddiqui, the creator of the anti-flash ISHU scarf that allows the wearer to disrupt flash photography. Wait, what? Is that possible? Yes, his anti-flash range of scarves and more blackens a photo of the person wearing it, when clicked using flash. Meet the Dutch man of Indian origin, the creator of the ISHU scarf that allows the wearer to disrupt flash photography. Call him godsend or an ambitious man with a mission “to bring privacy back”, Saif Siddiqui has come up with what is being hailed as a modern-day invisibility cloak. What’s the one thing that all celebs pray to God for? Privacy! Especially in the time of constant social media glare.
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