Mustafa: Currently at Canal, there’s an installation called American Home & Decay. What inspired this theme — and why now?
Ouigi: For me, American Home & Decay is really about the state of America, but also about me as a homeowner and father. It’s a reflection on the evolution of myself, the brand, and the community around us.
The Brooklyn Circus has always been a space for expression. It’s a way to translate how I feel about the times, my own growth, and the growth of those around me. As I move into this next chapter, home has become even more important.
When you look at America today, people are being pushed out, and others are being made to feel like they don’t belong. There’s a real question of what home even means anymore. So we wanted The Brooklyn Circus to step into that conversation: how do we create spaces that feel like home?
There’s also this design dialogue about “third spaces,” but we’ve always been rooted in community. Always grounded in the 100-year plan and in evolution. American Home & Decay is about owning what The Brooklyn Circus home is and how everything we build ties back to community.
Mustafa: I’ve always felt that way about The Brooklyn Circus feeling like a home away from home since the first moment I stepped into the space. But the Decay piece, tell me more about that.
Ouigi: Decay can be viewed two ways — as decline or as transformation. I see it as natural change. We often believe that things are only beautiful when they’re new, but do unpaved roads mean poverty? No. That’s nature. Rough doesn’t mean ugly.
Rips. Tears. Fades.
Growing up, we wanted crisp denim and spotless sneakers. But fading, that’s denim decaying. And that’s part of its story.
We have to learn to embrace that: how things age, shift, and evolve. I believe in change — even in neighborhoods. When people go back to where they grew up and say, “It’s changed,” well, it has to. You’ve changed, too.
The point isn’t to discard what was — it’s to evolve while preserving what can be preserved. To value the old, the elders, the traditions.
Mustafa: I see, we shouldn’t see Decay as a bad thing. It’s a part of life. And how do we find meaning in this part of life that will happen whether we like it or not.
Ouigi: Exactly. I just turned 50, and part of that is embracing my own decay — my body changing, aging. But that’s life. Instead of trying to stay “forever young,” we should honor the process.
We live in a world that sells perfection — polished skin, untouched clothes, eternal youth. But nature doesn’t work that way. You shouldn’t feel less than because your sweater’s torn or your skin has lines.
I want our community, the people who have embraced the Brooklyn Circus and beyond, to understand that we embrace natural wear. We’re not building a flawless environment. If the wood fades or a chair rusts in the elements, let it be. Let it exist beside something polished. That contrast is beauty.
Mustafa: Let it exist as it should—I love that. We also just released new variations of the Thinkers Cap, and I know that was part of the theme. How did you invision the caps fitting into it?
Ouigi: The Thinker’s Cap is a statement piece. We want it to be as iconic and recognizable as a cowboy hat. A cowboy hat represents a way of life. A baseball cap represents sport and team. The Thinker’s Cap represents thought, intention, and evolution.
We’re simply saying out loud what’s always been true — that the Thinker’s Cap embodies everything the 100-Year Plan and The Brooklyn Circus stand for: growth, aging gracefully, valuing wisdom, and bridging generations.
So when you wear it, you’re not just repping a brand — you’re anchoring yourself in that philosophy. That’s why the caps were placed at the forefront of this conversation.
Mustafa: At the American Home & Decay open studio, visitors could get their photo taken wearing the cap. What was the idea behind that?
Ouigi: We wanted to showcase the range of people who connect with the brand. It’s not about one “type” of person or style — though you might recognize The Brooklyn Circus look, when you think about what the Thinkers Cap represents, it’s about shared values.
When you see someone else in the cap, maybe you don’t dress the same, but you immediately feel that connection. That’s the point.
The cap leads the conversation — about home, about evolution, about what it means to belong. It’s a symbol of community and continuity.
Mustafa: Is there anything else you’d like to share about American Home & Decay?
Ouigi: For us, it’s about the future — and about addition, not subtraction. People often ask, “Are you Black Ivy or something else?” but the reality is that It’s and, not or.
We’re rooted in Black Ivy and varsity culture because our foundation is education, learning, mentorship, and community. Now, we’re expanding into the concept of home and family.
Think back to the GAP collaboration — we brought in kids. It couldn’t just stop at a cool varsity jacket. The question became: what happens to that jacket when you’re done with it? You pass it down to your son, daughter, nephew, or niece.
That’s how we’re thinking about The Brooklyn Circus. As something that becomes the vintage of tomorrow. The brand shouldn’t only live in your closet but also in your home — in how you live, what you value, and how you create space.
We’re ready to design those spaces — homes, restaurants, gathering places — with the same purpose and spirit that built The Brooklyn Circus in the first place.
