Fats Shariff is a mastermind of the fashion industry & has an instinct for tapping into the zeitgeist. Born and raised in London Fats’ diverse career in fashion spans 22 years during which he mainly worked as a creative production and design consultant.


Once part of the most integral European Streetwear company , Gimme 5, Fats is now the photographer for quality, insight & original Streetwear treatments. He has worked on influential labels such as Gimme 5, GoodEnoughUk, A Bathing Ape, Silas, Vans & Maharishi to name a few


As a sought after photographer for his ‘trend-setting’ talent, Fats has VIP access to events around the world and his native ‘very happening’ city of London, which he admits never ceases to inspire him.


Fats is part of an on –line community, where he has come to be known as ‘the Blogfather’. He writes for some of the largest Global Blogs, not only informing, but also instigating change within the industry.


The culmination of all this, led to the set up of What When and Now a visionary trends forecasting resource that tapped into the lives of people like himself who live in a world where the future has already happened.


Since that time Fats has worked as Creative Director, Consultant, Designer & Photographer for a range of diverse companies such as Dior, Nike, Puma & WeSC.


Fats embodies so much of what we consider street wear & street culture that his opinion whether visual or verbal, is worth seeking out.


‘Fats has become the photographer that one turns to when quality, insight and originality is needed.’ – ‘STREETWEAR’ by Steven Vogel (Thames & Hudson)