Exploring the Vision of Bünyamin Aydin, the Founder of Les Benjamins: A Conversation with the Designer Behind the Brand
Bünyamin Aydin, better known as Benji, is the visionary founder of Les Benjamins, a streetwear brand that blends cultural heritage with modern design to create something entirely unique. In this exclusive Q&A, Aydin takes us inside his creative world, discussing the inspiration behind the brand, its global impact, and the future of Eastern youth culture in fashion. From the streets of Istanbul to the runways of Milan, Les Benjamins is carving a path as a cultural bridge between the East and West, and Aydin is at the heart of this revolution.
1. Can you tell us about the inspiration behind founding Les Benjamins? What motivated you to start this brand?
"I've always loved telling stories and bridging different cultures. Growing up, the Near-East, Middle-East, and Far-East had a profound impact on me. Les Benjamins is a reflection of Eastern youth culture—it's about giving voice to the stories and experiences that come from these regions. Each collection I design is a chapter, and what excites me most is that each design has something important to say."
2. Les Benjamins has a unique blend of streetwear and cultural influences. How would you describe the brand’s aesthetic and philosophy?
"The brand's DNA is 'East Now.' It’s a new wave of Eastern youth culture that celebrates identity with pride while embracing a global mindset. Duality is central to what I do—contrast, new perspectives, and the intersection of different worlds. This balance of opposing forces is what shapes the identity of Les Benjamins."
3. What are some key influences and inspirations behind your collections?
"Eastern cultures, from Anatolia to the Middle-East and Far-East, have always influenced my designs. But beyond that, music, art, fashion, and even conversations with strangers are integral to my creative process. It’s about exploring and connecting with diverse worlds."
4. How do you integrate elements of different cultures into your designs while maintaining a cohesive brand identity?
"One of the strongest identifiers of Les Benjamins is the Carpet monogram, which ties directly into my cultural heritage. But beyond symbols, it's about storytelling. I aim to blend these diverse cultural elements in a way that feels organic and cohesive. If you follow the journey of Les Benjamins from season to season, it’s clear that there’s a continuous thread—a narrative that binds the collection and the cultures together."
5. Les Benjamins has gained significant recognition in the fashion world. What do you believe sets your brand apart from others in the industry?
"Les Benjamins is rooted in Istanbul, a city that literally sits at the crossroads of East and West. This unique position allows us to draw from both cultures, and that energy infuses everything we do—from the designs to the music in our stores. There’s an undeniable aura to the brand that reflects this fusion of Eastern and Western influences, making it distinct in the global fashion landscape."
6. Can you walk us through your design process, from concept to completion?
"My design process starts with research—really diving deep into my ideas. Often, I get lost in the process, but that’s where I find new paths and perspectives. Once I’ve developed the concept, I move into the design phase and fabric selection. After that, prototyping begins, and we fine-tune every detail. Each season brings its own challenges, but that’s what keeps me excited and motivated. It’s about pushing boundaries, both for myself and my team."
7. What are some of the biggest challenges you’ve faced as an entrepreneur in the fashion industry, and how have you overcome them?
"Creativity doesn’t follow a timeline, but in the fashion world, there’s always pressure to meet deadlines. That’s a constant challenge. I personally dislike pressure, but I’ve learned to channel that energy into something positive. Over time, I’ve surrounded myself with a strong team that helps balance the weight of those realities."
8. Collaboration is a big part of fashion today. Can you share some of your most memorable collaborations?
"In 2019, Nike and the Turkish Sports Ministry asked me to design the Olympic kit for Team Türkiye for the Tokyo 2020 Games. That was an unforgettable experience. Meeting the athletes and creating something that represented Turkey on the world stage was one of the most meaningful projects I’ve worked on."
9. How do you stay ahead of trends while ensuring Les Benjamins maintains its unique voice?
"I don’t focus on trends. I stay true to my own story and creative journey. It’s not about following what’s popular, but about carving a path that’s authentic to the brand’s identity."
10. Les Benjamins has a strong presence in both fashion and streetwear communities. How do you bridge these two worlds in your designs?
"It’s all about authenticity. I live in both worlds—high fashion and street culture. To truly merge them, you need to understand and embrace both. It’s not forced, it’s organic."
11. What role does digital media and social media play in the growth and marketing of Les Benjamins?
"I see digital media as a tool for communication. It’s about reaching the right audience and connecting with them on a deeper level. My focus is on creating high-quality garments with powerful stories, and digital media helps introduce them to the community."
12. Can you share a particularly memorable moment or milestone in the brand’s journey that stands out to you?
"My first fashion show in Milan, the 'Ottoman Punk' collection, was a milestone. It was bold, controversial, and marked a turning point for Les Benjamins. It was also the first time a brand from the East embraced the power of the Carpet monogram, which became a defining element of our brand’s identity."
13. How do you envision the future of Les Benjamins? Are there any upcoming projects you’re excited about?
"I’ve been working on a special project in Istanbul to celebrate Turkish-Japanese friendship. It’s something I’ve been developing for over a year, and I’m excited to reveal it at the end of September. We’ll be welcoming people from Tokyo to Istanbul to experience this cultural moment. It’s going to be one of the brand’s most significant projects to date."
14. As a designer, how do you balance creativity with the business aspects of running a fashion brand?
"I focus primarily on the creative side. I’m lucky to have a management team that handles the operational aspects, which allows me to pour all my energy into design. It’s essential to maintain that creative focus while trusting your team to manage the rest."
15. What advice would you give to aspiring fashion designers and entrepreneurs?
"Be true to yourself. Love what you do and don’t be afraid to take risks. It’s a long journey, and it won’t always be easy. But remember, it’s a marathon, not a sprint—so buckle up and enjoy the ride."
16. Can you share a personal mantra or philosophy that guides you in your work and life?
"Progress is better than perfection."
17. How do you see the role of fashion in cultural expression and identity?
"Fashion is a powerful tool for cultural expression. It can inspire and empower entire communities. For me, Les Benjamins is not just about fashion; it’s about showing young people from the Middle East that they can make their mark on the global stage. It’s about providing them with an example that anything is possible."
18. Les Benjamins has a loyal customer base. What strategies do you use to engage with and grow your community?
"I don’t think about it as strategy—it's about being genuine and real with your community. The fashion industry often presents an elitist, inaccessible image, but I strive to be approachable. I engage with our community, answer their questions, and listen to their stories. Building real relationships is what matters."
19. What impact do you hope Les Benjamins will have on the fashion industry and beyond?
"I want to show the world that Middle Eastern designers can make it on the global stage. Les Benjamins is proof that when you stay true to your roots and culture, you can create something that resonates universally."
20. Finally, what can fans and followers of Les Benjamins look forward to in the near future?
"We’re going to continue growing closer with our community. Our next steps will bring us even deeper into the cultural conversations we’ve been having. Stay tuned, there’s a lot more to come."
Les Benjamins continues to redefine the boundaries between streetwear and high fashion while celebrating its Eastern roots. With a forward-thinking approach to design, culture, and community, Benji’s vision is paving the way for a new generation of global creators. Keep an eye on Les Benjamins as it continues to evolve and make waves in the fashion world.
