By Tayvie Van Eeuwen
@tayvieeee

So much of our behaviour, interests and fashion choices stem from what we watch and part of what makes pop culture so enthralling is our desire to recreate elements of it in our own lives. Bridging the gap between pop culture and fashion IRL is Vancouver-based clinical psychology student, artist and youth worker Ariam Yetbarek. 

Yetbarek operates a successful Instagram business based on replicating pop culture with illustrations painted on white Nike shoes. Though she didn’t attend art school, ArueVinci’s work is extremely intricate, carving out a unique space in the local art and fashion scene. 

So far, the majority of her designs have been based on everything from tributes to Kobe Bryant to Travis Scott’s ASTROWORLD. Inspirations such as Fresh Prince of Bel Air, Naruto, Aaliyah and Nipsey Hussle are also among her growing online portfolio. 

Yetbarek shares that art has always been an integral part of her family’s life — with her mother and siblings painting regularly. However after high school, art took a backseat in Yetbarek’s life while she was completing her Bachelor’s in Psychology and working toward a doctorate. This all changed when a sudden inspiration started her towards a successful customization business. 

“I was watching YouTube one day and a shoe customizing page came up on my recommendations called MARKO,” recounts Yetbarek. “I thought his work was something special.”

After texting a friend that she wanted to do a pair inspired by Boondocks, her favourite show, Yetbarek put the inspiration on a backburner. 

Months later, on her birthday, Yetbarek’s friend surprised her with Nike Air Force Ones and told Yetbarek to customize them for herself. 

“I think, without her, I wouldn’t have gone out of my way to get shoes and start this journey. My other friends gifted me with the proper paint brushes and paints, and here I am.”

Today, Yetbarek juggles school, outside work and daily requests for commissioned work.However, Yetbarek wasn’t always comfortable receiving commissions for her work. As she explains, she wasn’t sure her art was professional enough to sell. 

“After posting an Instagram story of my own pair, people went crazy and wanted to know if I was selling them or if they could buy it off of me,” Yetbarek explains.

“I said no because I wasn’t comfortable selling my art; I didn’t really think it was good enough. A lot of people were like, ‘I’ll just buy the shoes and if you mess it up, it’s all good. I just want a piece of your work on my shoes.’”

As people continued to insist on Yetbarek’s talent, she took up their offer and did their shoes for free. 

“After that [the rest was] history, people wanted to pay me to do this work. It really is a very humbling experience. I never thought that I would make money doing art.”

With her business now in full swing, Yetbarek has set prices and timelines to create positive experiences with her customers. Especially during the current pandemic, the need to appropriately compensate artists’ work has prompted Yetbarek to post about her prices being non-negotiable — a sentiment that she describes as necessary for the time, resources and quality products she uses. 

The process is a collaborative one, with Yetbarek working closely with clients to brainstorm themes, colours and patterns. 

As Yetbarek explains, due to the uneven surface of the shoe, it is crucial to examine the design from different angles and ultimately create a 3D picture. 

In addition to popular culture, Yetbarek also works on social justice pieces. She is an avid member of Black Lives Matter Vancouver and is adamant on uplifting young BIPOC Canadians. 

“The latest pair I did was an Eritrean piece, which is where I’m from. I suggested to my client that we base it on when our country got its independence and were first able to put our flag down in our land,” Yetbarek recounts. 

“In addition, it was about what the afro meant in that time and for women and men to dress and fight the same as freedom fighters.”

Going forward, Yetbarek hopes to continue designing culturally significant work. The opportunity to incorporate Eritrean elements into shoes and sell them for the benefit of her people is a major goal for her. 

As for her future, Yetbarek hopes to finish her doctorate in clinical psychology while also maintaining her side-gig. 

“I don’t really know where it will go but, God willing, I’ll be able to work with professional athletes and submit designs to major sneaker companies in the future. I’m very open-minded to my business’ growth.”

Ariam is available for commissioned sneaker designs on her Instagram page @aruevinci. Prices start at $350 for custom made shoes, including the purchase of new Nike Air Forces. 

Tayvie is a Métis/Anihšināpē and Irish/Scottish student and writer. Her circle is small, but her joy is large. She splits her time between over-thinking and visiting Disneyland. Read her articles to take a peek inside the world of mental illness and happy news, because it’s all about balance, right?