Born in London and raised in Beirut, Joe Arida started making furniture after working in set design. He was frustrated that he had to constantly build and discard pieces, so he decided to make some for himself and for friends, then was asked to produce a line for a gallery. He loved cushion fabric, so with time, he began creating t-shirts out of them and that’s when the idea popped.
In 2013, he launched La Terre Est Folle, a brand that produces abayas, garments and furniture as well.
Joe is mostly inspired by Yves Saint Laurent but also by the madness of the world, his travels, Beirut’s character, mythology, nature, people and strong women.
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