Ruba Abu-Nimah

Creative Director for Elle USA, New York

I’m originally from the Middle East and have lived in many places including Paris, London, Brussels and Tokyo. I love to import energy, talent and influences from everywhere and to make things that are both useful and beautiful. I am passionate about typography and photography. My collection is based on my love for pure graphic design and the all-important history of design. Our history informs the future and can still be applied in a modern way to almost anything.


Nike Air Force 1 Low: Love


A stamp honoring love was issued on January 31, 1984, in Washington, DC. This issuance marked the third time the US Postal Service issued a special stamp honoring love. It was designed by J. Bradbury Thompson who was truly one of the giants of 20th-century graphic design, and was recognized for his achievements by every major American design organization: The National Society of Art Directors of the Year Award (1950), The AIGA Gold Medal Award (1975) and The Art Directors Hall of Fame (1977).


Nike Air Presto: Bauhaus


The Bauhaus was the most infuential modernist art school of the 20th century, one whose approach to teaching, and understanding art’s relationship to society and technology, had a major impact both in Europe and the United States long after it closed. It was shaped by the 19th and early 20th centuries trends such as Arts and Crafts movement, which had sought to level the distinction between fine and applied arts, and to reunite creativity and manufacturing.

The school is also renowned for its faculty, which included artists Wassily Kandinsky, Josef Albers, Laszlo Moholy-Nagy, Paul Klee and Johannes Itten, architects Walter Gropius and Ludwig Mies van der Rohe, and designer Marcel Breuer.

Incidentally, Mies van der Rohe adopted the phrase, ‘LESS IS MORE’, in 1947 as a precept for Minimalist design and architecture.


Nike Air Zoom Pegasus 34: Switzerland


This shoe was designed as an homage to my adopted country of Switzerland (CH). It represents my love for Swiss graphic design and Helvetica. Switzerland is also the headquarters of the International Olympic Committee. The gold Swoosh is a homage to athletes past and future who have achieved Olympic gold.