At its core, ARSHYS is built on the concept of using fashion as visuals that show our identities through our beliefs and who we are. The brand motto is "Live Peacefully - Dress Beautifully", and goes hand in hand with the quirky designs found on the bold statement pieces. It is a part of the creative Slash Generation - one that doesn't restrict itself to a single discipline or mode of expression of their creativity. 'MinDubai' that literally means 'from Dubai' is a capsule collection launched as an homage to designer's hometown city of Dubai.