Ruhi Parmar Amin

Berlin, Germany

Senior Branded Content Manager at Highsnobiety

Artist, Editor & Chef - London/Berlin

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Articles

Improv Jam Session At Our Flagship Store? Thanks, Android

Nov 22, 2024 | highsnobiety.com | Ruhi Parmar Amin

Sometimes, you have to step out of the box. Flip the script. Embrace the unknown. Today, creativity is less about organization or predictability — instead, it’s more unconventional and chaotic, and it’s this creative chaos that serves as a catalyst for innovation. When you push the boundaries, creativity thrives, and unexpected ideas are born. Known for their forward-thinking attitude, Gen Z are experts when it comes to showcasing creative chaos, especially digitally.
Step Into The City Of Genius

Oct 18, 2024 | highsnobiety.com | Ruhi Parmar Amin

The sound of conveyor belts and escalators whirs on repeat. Metal railings twinkle in the sunlight as suitcase wheels roll along the squeaky-clean floors. Time seems to stand still as footsteps shuffle and yellow lights flicker up above. Airports are meant to be busy, but this one has a certain calmness to it.
Zanotta Makes Its Not In Milan Design Debut

Apr 24, 2024 | highsnobiety.com | Ruhi Parmar Amin

You may or may not have seen some of Zanotta’s design pieces before, but let me tell you, they’re pretty hard to miss. Bolstered with a pioneering approach and inspired by radical ideas, the long-standing Italian brand is a big name in the design world when it comes to innovative products. Born from the wild and free intuition of Aurelio Zanotta back in 1954, the brand has built its daring identity alongside a vision focused on the future, contemporary culture, and a little touch of irony.
XL EXTRALIGHT® Takes Us Behind The Scenes

Apr 18, 2024 | highsnobiety.com | Ruhi Parmar Amin

If there is one brand that looks to the future of fashion and design, it’s XL EXTRALIGHT®. You’ll have seen its name pop up here and there, particularly around Milan Design Week, thanks to its innovative philosophy. What does the brand do, you might ask?
Italian Genius Molteni&C Celebrates 90 Years Of Design Excellence

Apr 16, 2024 | highsnobiety.com | Ruhi Parmar Amin

When Angelo Molteni started his eponymous brand back in 1934, I doubt he could’ve anticipated just how successful it would become. His journey began in Giussano, Northern Italy, where his small artisan workshop soon became synonymous with top-quality design. A decade on, Molteni was growing, feeling like more of a factory with over 60 people joining its workforce.
The Recipe For A Perfect Kitchen

Apr 16, 2024 | highsnobiety.com | Ruhi Parmar Amin

When it comes to which room in the house you spend the most time in, I can guarantee that the majority of you will say the kitchen — and there’s no surprise there. Kitchens are a cultural hub, a contemporary hearth, a place for experimentation, relaxation, and everything in between.
Enter The Denim Planet of HUGO BLUE

Mar 12, 2024 | highsnobiety.com | Ruhi Parmar Amin

Since branching out into HUGO and BOSS, both brands have been carving out their identities, defining who and what part of culture they weave into. HUGO, the younger of the two brands, is all about self-expression, which tees up perfectly with the launch of its new sub-label, HUGO BLUE. Cue the blue — and I mean lots of it. A casualwear range with a nostalgic take on classic staples, HUGO BLUE is all about denim and individuality. Do you like your denim rigid, washed, 80s styled?
How Would You Style Your Coca-Cola Zero Sugar Fit?

Mar 4, 2024 | highsnobiety.com | Ruhi Parmar Amin

Enter the year with a bubbly bang and a fizzy fit. Our Coca-Cola Zero Sugar collection is the perfect mix of workwear and style that will keep you warm during 2024’s cold start and is guaranteed to be a hot topic of conversation. After the successful drop of the capsule, which included jackets, vests, t-shirts, pants, and RefrigiWear’s Iron-Tuff® insulation, we thought there was no better way to show you how you could be wearing the drop than through some of our favorite fashion friends.
Here’s Why Barbour Is Still The Boss Of British Style

Feb 26, 2024 | highsnobiety.com | Ruhi Parmar Amin

130 years of defining quintessential British style has come easy for born and bred Barbour. No bright colors, bold logos, or in-your-face aesthetics have been needed to propel the brand to the untouchable, timeless status it’s revered for today — and this shows no signs of stopping. Born out of the wet and windy coastal town of South Shields, England, Barbour meant business from the get-go.
Burna Boy Drips In Double Denim With G-Star

Feb 19, 2024 | highsnobiety.com | Ruhi Parmar Amin

Burna Boy needs no introduction, but his recent campagin with G-Star does. Following in the footsteps of previous ambassadors like Pharrell and Snoop Dogg, the Nigerian artist is the new face for G-Star RAW, featuring in its latest SS24 campaign — but of course, there’s a Burna Boy twist on it.