ISHU is a scarf embedded with reflective patterns that throw back the light of paparazzi flash cameras, allowing its wearers to maintain their privacy. Celebrities like Trevor Noah, Joe Jonas, and Paris Hilton have all worn the ISHU scarf to keep the paparazzi from photographing them without their consent. In normal daylight, the scarf looks and feels like a regular fashion scarf; it comes in black and red, and has an interesting and aesthetic pattern of squares. I think that privacy is becoming more and more important as cameras become ubiquitous, and this scarf helps put the agency back into the lives of the frequently photographed, allowing them to choose when and where their pictures can be taken. The company plans to expand to other products, like wallpaper, phone cases, and other clothing items.