Xander Ghost: Looking through the creative’s brutalist lenses

In the nature of his surname-sake, Xander Ghost is an elusive and ever-present entity permeating the fashion scene. The Egyptian-British creative has crafted a career that pushes boundaries across music and design, a spectral force switching roles as a musician, fashion entrepreneur, and visionary artist. His bold and brutalist eyewear brand, A Better Feeling, has become a favourite among global cultural icons, from Travis Scott to Burna Boy, while his experimental music continues to push the boundaries of contemporary sound. In every occupational (and metaphysical) form he takes, Xander is shaping a cultural legacy from the ground up, literally offering us all new lenses through which to examine the world. 

Xander’s progression into creative expression began in his youth, influenced by the street culture that surrounded him. “From an early age, I was captivated by the intersection of music and fashion,” he recalls to Dazed MENA. Growing up in a multicultural environment, he saw how both music and fashion could serve as powerful proclamations of identity, allowing people to bring forth their innermost selves through tangible media. “The ability to create something that speaks to people on a visceral level, whether through sound or design, has always driven me.”

The launch of A Better Feeling in 2018 was a defining moment in Xander’s path. The brand’s brutalist, avant-garde eyewear designs became statements embodied by the convergence of architecture, design, and personal identity. Unsurprisingly, his work became hauntingly (aha) influential: “A Better Feeling was embraced by cultural figures I had long admired,” Xander reflects. “Seeing individuals who shape global culture resonate with my work was a powerful experience. It went beyond visibility; it affirmed that my designs carried a deeper connection, reflecting the values and aesthetics that I hold at the core of my creative process.”

The same is true of his other ventures, such as co-founding the streetwear brand Barraserb, which blends urban aesthetics with a subversive edge. Be it a pair of sunglasses or a statement streetwear piece, Xander’s work elevated urban fashion through its ultra-modern, brutalist cuts and forms. “I seek to challenge the conventional boundaries of both [the music and fashion] industries, pushing for innovation in how we approach design and sound,” Xander explains to Dazed MENA. “In fashion, I aim to merge creativity with sustainability, while in music, I hope to bring forward a sound that speaks to the complexity of modern identity—fusing global influences with deeply personal narratives.”

Born in Cairo, Xander’s Egyptian origins are a crucial puzzle piece in his work. Though his designs and music have undeniable global reach, his background makes its presence known through each piece he creates. “My work is deeply rooted in my Egyptian heritage and the broader MENA region,” Xander explains. I weave subtle influences from local culture into my designs and music, while ensuring they remain globally accessible and relevant. There’s a wealth of untold stories within MENA, and I’m passionate about contributing to the region’s narrative on the world stage.”

The meandering spirit that gives Xander’s work its transcendent quality manifests in his creative process. “Exploration and observation fuel my work,” Xander says. “Whether it’s diving into subcultures, researching architecture, or discovering new music, I’m always looking for inspiration in unexpected places. Creativity is an ongoing dialogue between what you see, what you feel, and how you reinterpret it in your own voice.” 

Looking ahead, Xander has ambitious goals for the creative scene in Southwest Asia and North Africa (SWANA), including gaining more recognition globally and moving from an emerging market to a leader in artistic innovation. “There’s immense creativity in this region, and I hope to see it continue to break through,” he explains. For him, the key to seeing this through lies in more extensive collaboration between local and international talent, fostering a more inclusive and dynamic space for talent to surface.

Ultimately, Xander’s goal is to reshape the worlds of design and music—how they tell stories and how they can push culture forward. The artist is constantly looking for new ways to expand his creative practice, hoping to leave a lasting impact that surmounts the surges of fleeting trends. “I want to reshape how we think about design, how we listen to music, and how these art forms can shape culture, identity, and even our approach to sustainability.” His vision is ambitious, but if his track record so far is any indication, it’s well within his reach.