ART DIRECTION: George Rouhana
Second ST. was conceived in 2nd St, Alphabet City, NYC, where both Sarah Hermez and Tracy Moussi lived while attending Parsons the New School for Design. Disillusioned with the fiercely consumer-driven nature of the fashion world, they set out to create an alternative path through which the production of urban and dynamic clothing could help foster the talent of budding designers. Sarah and Tracy devised a plan to support free creative education in a partnership with Creative Space Beirut, a non profit school for fashion design. Partnering with George Rouhana, Second ST., a socially conscious brand with a playful take on the classic shirt, was brought to life in Beirut.