BECOMING OTB
Thinking outside the box can sometimes be easier said than done. It requires a passionate and strong desire with a bit of an edge to actually get up and go for it. Cue KicksTQ and DelTen, two people who are both sneakerheads with distinctive mindsets. During the early days of 2019, they met up to brainstorm ideas for an event at one of Kuwait’s main sneaker store, and ended up with more than just a cool pop-up at The Avenues Mall. They formed a unique collective named after the shoe boxes that house their sneaker collection, but more importantly their main philosophy in life- thinking outside of the box.
Out The Box (OTB) is not just a title, it’s a rule and a way of life they live by, evolving every day. By establishing this collective and launching it, there wasn’t a way to forecast how it’s going to land and resonate with the community. Yet, when packs of people entered through a stockroom full of sneaker boxes and made their way into Kuwait’s largest sneaker store for a successful event, the potential was crystal clear. The people were hungry for fresh representation.
When OTB started to hold several other events, like the release of Airmax Day or the Adidas Nite Jogger campaign, while also tapping into different themes like a sold-out merch collection and working with big brands such as Nike, Adidas, and Puma, many still did not grasp the whole concept of OTB. Questions started to rise, what is it all about? What does it really stand for? Is it just about kicks and dope pop-ups? After witnessing the growth of OTB, slowly but surely, the answers emerged.
It all goes back to the philosophy of thinking outside the box. Following the motto of ‘No Skillset’ they realized, “By joining forces with anyone who [has] the same vision and passion, we can do so much more.” Even though brands lined up and began to approach OTB for its creative vision, COVID-19 hit the world, but luckily, it didn’t stop the flow of creativity. TQ started a series of Instagram Lives, “I would speak to creatives I've worked with over the last five years. And that really picked up, [it] was an indication that it's not just me and DelTen. If you’re a creative, you have a passion, and you're willing to work - you could be part of the team.”
This is when the OTB collective began to grow even more. Having a conversation on the social justice of creativity piqued the curiosity of the community and attracted a unique crowd that is hardly present in Kuwait’s local scene. They saw that during a series of themed gatherings named OTB Saturdays; be it Kobe Day, Heat Check, or creating the No Skillset music video - the versatility of the collective truly came through. TQ- “I'm just shocked to see how many of these young creatives want to be part of a community. To create, hang out, talk, and exchange ideas,” he said, adding, “These OTB Saturdays have been like tryouts. But not for a sport; for [finding] who can help us. They’re tryouts for who's the best photographer, videographer, or overall most versatile creative who that insatiable hunger.”
It’s not just about playing ball though, OTB Saturdays brought people of different backgrounds and skills together for the sake of creativity, personal growth, and a representation of the culture. When the Universal American School’s kindergarten contacted OTB for a conversation on thinking outside the box with the younger generation, it shaped the path of how much more the collective can move forward. From cultural projects that revolved around pearl driving and the elements of Sadu embroidery, to oil and dishdasha’s, all of these are key ingredients that make up the Arabian culture, but demonstrated in an innovative set-up.
TQ emphasizes the “No Skillset” notion that having no particular skills is not a reason to hold anyone back from whatever they’re trying to achieve, all anyone needs is a vision with a side of determination. After OTB Saturdays, TQ realized that he actually created something pivotal, “I could walk away tomorrow, and they would still continue with it, regardless of me. And when I realized that, I realized I created a kind of lifestyle for them. And I felt really proud. It's actually one of my proudest achievements that came from Instagram, forming this group of really passionate and creative group of creatives who want to make a difference.”
