We had the good fortune of connecting with Ofir Farahan and we’ve shared our conversation below.

Hi Ofir, putting aside the decision to work for yourself, what other decisions were critical to your success?
Besides choosing to work for myself, the single most important decision essential for our continued success was embracing the power of making swift decisions. Many businesses struggle to pivot fast enough because of the number of partners or investors involved. Sometimes, critical decisions demand immediate attention and action. For me, that pivotal moment came with the onset of COVID . After running a successful retail store for seven years, where we featured various brands on our shelves, I felt that despite our success, our previous model wasn’t compelling enough to draw in customers in the new modern world. So, I made the bold decision to discontinue carrying other labels and instead, dedicated my time during lockdown to unleash my creative imagination. The fragility of life sparked a purposeful shift, prioritizing connections, gratitude, and cherishing the narrative of my own journey. In June of 2020, we announced the storefront will be operating on an ‘appointment-only’ basis. We reduced prices on other brands while gradually introducing collections exclusively designed by me during lockdown. I had taken a trip to Los Angeles on the brink of Covid. Everything was slowly shutting down and I knew it was my last chance to personally meet with everyone involved in our brand’s production. I spent full days with our cut + sew factory, the dye house, and the fabric distributors. Doing such definitely facilitated a faster turnaround time for production. Building this strong network at such a questionable and challenging time significantly contributed to the success and efficiency of our production process. Had I not booked that trip at 1 AM to catch the 7 AM flight, my brand would have probably not made it through 2020.

The transition from featuring various brands to focusing exclusively on my own designs was a transformative move. It allowed me to redefine our business model, adapt to changing consumer behaviors, and establish a deeper connection with our customers. At the heart of it, I understood our clients true desires, and I put everything I had into building a product range that would reignite their excitement. Looking back at how well the collections were received and how well we sold it definitely proves that making this swift decision was worth the squeeze. It’s about not just surviving but thriving in the face of adversity. It’s about trusting yourself, moving fast, and taking action. My connection to the craft not only led to a successfully redefined business, it has allowed me to continuously live a more fulfilled and happier life. For that, I am forever grateful.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I think anyone who walks into our flagship store in Wynwood or is shopping on our webstore can attest that the color story is really strong and inspiring. I take immense pride in how we showcase color; it’s a representation of our brand’s identity. The process of selecting colors for fabrics is what truly excites me. Being responsible for choosing colors for each fabrication + collection is a role I cherish deeply. It’s not just a task; it’s a responsibility I approach with immense passion and commitment. 

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I’d start by inviting you over for an impressive breakfast. We’d spend ample time outdoors, strolling along Miami Beach’s boardwalk, enjoying takeaway from Joe’s Stone Crab for a picnic at South Point Park. Exploring the Miami Beach Botanical Garden or Fairchild Garden would be on the list. Another daytime alternative would be visiting the Perez Art Museum followed by a great lunch in their backyard. Later, we’d grab a bottle of vino and go for a sunset swim. Dinner at any of Miami’s amazing dinner spots and concluding the day with a nightcap at the Standard Lido restaurant.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
While I’ve paved my own way, I’ve found strength and inspiration within myself.

Website: ofyshop.com

Instagram: ofyshop

Nominate Someone: ShoutoutMiami is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.