Lux Streetwear Label for forward thinking Urbanites. Founded in April 2013 by Londonite Mayada Khammu, YOUNG BLOOD tells the tale of the New Age nomad,with roots in two different worlds, a reflection of the political voice of these 2nd generation British-Arabs. As the dictators had their rise in the 80s, their fall is now with the Arab Spring, as the young generation is fighting against the old constraints and shaping a new reality. The Brand has already gained exposure in a number of newspapers/ magazines and online sites, for example, The Daily Mail, The Guardian and the Huffington due to being a success with celebrities such as Rita Ora, Angel Haze, Femme and Eve. YOUNG BLOOD is about creating ones own identity and fashioning a unique style.