{"id":87881,"date":"2024-11-19T17:22:25","date_gmt":"2024-11-19T17:22:25","guid":{"rendered":"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/?p=87881"},"modified":"2024-11-19T17:22:28","modified_gmt":"2024-11-19T17:22:28","slug":"meet-the-young-street-wear-designer-breathing-new-life-into-a-family-business","status":"publish","type":"post","link":"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/2024\/11\/19\/meet-the-young-street-wear-designer-breathing-new-life-into-a-family-business\/","title":{"rendered":"Meet the young street wear designer breathing new life into a family business"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\">The Gen Z owner of Ice Cream Embroidery in Grangetown is bringing the Insta generation to the decades-old store<\/h4>\n\n\n\n<p>TWENTY-seven-year-old Suliman Khan\u2019s family have owned their business on the corner of Stafford Road in Grangetown for over 40 years.<\/p>\n\n\n\n<p>The building was bought for just \u00a36,000 and started out as a carpet shop, with the family living upstairs.<\/p>\n\n\n\n<p>Now an embroidery business, Sul is using social media to take people behind the scenes  &#8211; and attract a new generation to the shop through his bespoke street wear creations.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"813\" loading=\"lazy\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-1024x813.jpeg\" alt=\"\" class=\"wp-image-87884\" style=\"width:770px;height:auto\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-1024x813.jpeg 1024w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-300x238.jpeg 300w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-770x611.jpeg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-500x397.jpeg 500w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-293x233.jpeg 293w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop.jpeg 1290w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><noscript><img decoding=\"async\" width=\"1024\" height=\"813\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-1024x813.jpeg\" alt=\"\" class=\"wp-image-87884\" style=\"width:770px;height:auto\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-1024x813.jpeg 1024w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-300x238.jpeg 300w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-770x611.jpeg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-500x397.jpeg 500w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop-293x233.jpeg 293w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-in-shop.jpeg 1290w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\"><strong>Sul Khan in his Grangetown studio, ICE.<\/strong> Credit: ICE<\/figcaption><\/figure><\/div>\n\n\n<p>Previously called Street Supply, Sul officially bought into his dad\u2019s business to create Ice Cream Embroidery (ICE) in 2020.<\/p>\n\n\n\n<p>But the business of making clothes, and the studio itself, has been part of Sul\u2019s life for as long as he can remember.<\/p>\n\n\n\n<p>When Sul was a child, his dad, Saffi, owned a store in the city centre selling designer clothes, before moving to the family-owned Grangetown shop.<\/p>\n\n\n\n<p>\u201cEvery Saturday and sometimes Sunday I would work with him there, from when I was about 11 to before I went to uni. So I was always around clothes and that was kind of my intro to that world.\u201d<\/p>\n\n\n\n<p>At the age of 15, Sul started to help his dad print designs on T-shirts and hoodies. A year later, seeing a gap in the market, his dad bought an entry-level embroidery machine. \u201cWe got a basic one. It was really good but it would slog along,\u201d<\/p>\n\n\n\n<p>But Sul caught the bug and soon started his own embroidery brand with one of his friends. Despite being teenagers, they made 2,000 sales in two years.<\/p>\n\n\n\n<p>\u201cI was making it all in the studio, and then my friend was marketing it. When you\u2019re young kids, everyone wants to support you. That really gave me the buzz for manufacturing and making clothes.\u201d<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"768\" height=\"1024\" loading=\"lazy\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-768x1024.jpeg\" alt=\"\" class=\"wp-image-87891\" style=\"width:520px;height:auto\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-768x1024.jpeg 768w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-225x300.jpeg 225w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-770x1027.jpeg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-1152x1536.jpeg 1152w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-293x391.jpeg 293w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1.jpeg 1200w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><noscript><img decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-768x1024.jpeg\" alt=\"\" class=\"wp-image-87891\" style=\"width:520px;height:auto\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-768x1024.jpeg 768w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-225x300.jpeg 225w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-770x1027.jpeg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-1152x1536.jpeg 1152w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1-293x391.jpeg 293w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-portrait-1.jpeg 1200w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/noscript><figcaption class=\"wp-element-caption\"><strong>Portrait of Sul Khan in his studio.<\/strong> Credit: ICE<\/figcaption><\/figure><\/div>\n\n\n<p>While studying at Loughborough University, he was selling 25 T-shirts a day on Depop and Etsy, coming up with designs and sending them back to his dad in the studio to be made. Yet, despite his interest in fashion and clothes-making, Sul says he has never felt naturally creative.<\/p>\n\n\n\n<p>\u201cI wasn\u2019t really that creative at all to be honest. I have a younger brother. When I was in my teens, creative stuff would always come to him really easy. He\u2019s a really good artist but I could never ever draw. But when it comes to having ideas, I like putting my spin on things.\u201d<\/p>\n\n\n\n<p>For example, when he started making custom pieces for his friends, he always added personal touches to designs, like the location coordinates of their village back in Pakistan. <\/p>\n\n\n\n<p>In his designs, he says he takes inspiration from Japanese culture, as well as old Pakistani techniques of embroidery. In the summer he started embroidering flower designs on to football jerseys, which he\u2019s particularly fond of. \u201cIt\u2019s quite a cool contrast, football and floral,\u201d he said.<\/p>\n\n\n\n<p>Another major highlight was working with a bespoke tailor to embroider the waistband of heavyweight boxing star <a href=\"https:\/\/www.bbc.co.uk\/sport\/boxing\/articles\/c3ggj5jddnvo\">Tyson Fury&#8217;s shorts<\/a> for his match against Ukrainian boxer Oleksandr Usyk in Saudi Arabia last May.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"768\" height=\"1024\" loading=\"lazy\" data-id=\"87941\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-768x1024.jpg\" alt=\"\" class=\"wp-image-87941\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-768x1024.jpg 768w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-225x300.jpg 225w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-770x1027.jpg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-1152x1536.jpg 1152w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-1536x2048.jpg 1536w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-500x667.jpg 500w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-293x391.jpg 293w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-1400x1867.jpg 1400w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-scaled.jpg 1920w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><noscript><img decoding=\"async\" width=\"768\" height=\"1024\" data-id=\"87941\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-768x1024.jpg\" alt=\"\" class=\"wp-image-87941\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-768x1024.jpg 768w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-225x300.jpg 225w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-770x1027.jpg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-1152x1536.jpg 1152w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-1536x2048.jpg 1536w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-500x667.jpg 500w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-293x391.jpg 293w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-1400x1867.jpg 1400w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Sul-with-boxing-shorts-scaled.jpg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/noscript><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"768\" height=\"1024\" loading=\"lazy\" data-id=\"87894\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-768x1024.jpg\" alt=\"\" class=\"wp-image-87894\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-768x1024.jpg 768w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-225x300.jpg 225w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-770x1027.jpg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-1152x1536.jpg 1152w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-1536x2048.jpg 1536w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-293x391.jpg 293w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-1400x1867.jpg 1400w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-scaled.jpg 1920w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><noscript><img decoding=\"async\" width=\"768\" height=\"1024\" data-id=\"87894\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-768x1024.jpg\" alt=\"\" class=\"wp-image-87894\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-768x1024.jpg 768w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-225x300.jpg 225w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-770x1027.jpg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-1152x1536.jpg 1152w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-1536x2048.jpg 1536w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-293x391.jpg 293w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-1400x1867.jpg 1400w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2024\/11\/Football-1-edit-1-scaled.jpg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/noscript><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\"><strong>Left: Sul Khan holding the embroidered Gypsy King label for the waistband of Tyson Fury&#8217;s shorts. Right: An embroidered football shirt designed for a client. <\/strong>Credit: ICE<\/figcaption><\/figure>\n\n\n\n<p>Since creating ICE, Sol sees social media as the biggest opportunity to grow the family business and take it to a new audience. The business&#8217;s Instagram account has more than 21k followers.<\/p>\n\n\n\n<p>He spends hours in the studio creating content to showcase his designs and show people the behind-the-scenes process of garment manufacturing. <\/p>\n\n\n\n<p>\u201cI guess people that haven&#8217;t got too much of an insight of how manufacturing works. It breaks it down a little bit easier.\u201d<\/p>\n\n\n\n<p>He says his step-by-step process videos that he posts on Instagram always go down well. Earlier this year, he made a series of videos showing the daily routine of a street wear manufacturer during Ramadan.<\/p>\n\n\n<p><iframe class=\"zeen-lazy-load-base zeen-lazy-load\" src=\"about:blank\" data-lazy-src=\"https:\/\/www.youtube.com\/embed\/w8CXP8sSePA\" width=\"484\" height=\"860\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><noscript><iframe src=\"https:\/\/www.youtube.com\/embed\/w8CXP8sSePA\" width=\"484\" height=\"860\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/noscript><\/p>\n\n\n<p>While his dad takes on the more traditional jobs such as businesses who need logos embroidered on staff T-shirts, Sul predominantly deals with new clients coming through Instagram who want custom pieces.<\/p>\n\n\n\n<p>Asked what his dad thinks of the new emphasis on social media, he says:  &#8220;As long as there\u2019s orders coming in, which there are, then he\u2019s happy with that. He\u2019s always gonna have customers that he&#8217;s dealt with for years, but now we have the other cool custom little things that we\u2019re doing on Instagram.&#8221;<\/p>\n\n\n\n<p>Despite working with around 25 brands, the majority which are London-based, both family and the community in Cardiff remain cornerstones of the business.<\/p>\n\n\n\n<p>Sul\u2019s brother, Haaris, a talented boxer who has represented Wales at the Commonwealth Games, works the afternoon shift in the studio. His mum, Sarah, has also started working in the store in the last two years.<\/p>\n\n\n\n<p>\u201cShe\u2019s a real natural. It\u2019s nice for her to be around, because I remember certain days something would have happened in the studio, or like someone might come in and I&#8217;ll be telling her about certain things at parts of my day, and she&#8217;ll obviously listen to the stories that I&#8217;ve told her, but she&#8217;d never have that first hand insight. It\u2019s been a pleasure actually.\u201d<\/p>\n\n\n\n<p>He says the studio also has a firm \u201copen door policy\u201d and that his friends frequently come in to chat and chill out. And when orders come in from local clients in Grangetown, he\u2019ll always prioritise those first.<\/p>\n\n\n\n<p>With the success of his designs and social media savvy, he is often asked whether he aspires to having his own brand, outside of the family business.<\/p>\n\n\n\n<p>But Sul is in no rush to decide what\u2019s next: \u201cTo be honest with you, I\u2019m kind of enjoying the process now and just seeing where it takes me. I work hard every day.\u201d<\/p>\n\n\n\n<p><\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>The Gen Z owner of Ice Cream Embroidery in Grangetown is bringing the Insta generation to the decades-old store<\/p>\n","protected":false},"author":1210,"featured_media":87882,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":"[]"},"categories":[2,70,3],"tags":[919,8868,71,6453,1719,7474],"coauthors":[8785],"class_list":["post-87881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-grangetown","category-news","tag-business","tag-embroidery","tag-grangetown","tag-instagram","tag-social-media","tag-tyson-fury"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Meet the young street wear designer breathing new life into a family business - 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