image
Fashion

by Sophie She

Concrete: The Brand Where Egyptian Tradition Meets Italian Sophistication

13 Jun 2025

If you are a discerning gentleman with an eye for effortless elegance, there is a new name to add to your fashion vocabulary: Concrete. The premium fashion label, long a staple of refined style in Egypt, has made its UAE debut, introducing a collection of menswear that seamlessly fuses the best of Egyptian tradition with Italian sophistication.
Now open at Abu Dhabi’s Reem Mall and available online, Concrete is a brand aligned with today’s most compelling fashion narratives — from sustainability and textile heritage to the quiet return of elevated essentials.
Another secret — they have launched a womens wear collection! If you are a linen-couple with COS vibes — it is a must-see (link to open your eyes concrete.store).
image
image
image

From Giza to Milan: The fabric of prestige

At the heart of Concrete is Egyptian cotton — an ultra-premium textile known for softness and durability.
You may have already heard "Egyptian cotton" as a trademark phrase; it is because this is a true heritage. Cultivated in the fertile Nile Delta, Egyptian cotton has long been a prized export, and Concrete makes full use of its sensory and structural beauty.
“Beauty, softness, and lightweight charm are part of our DNA,” says Matteo Zappalà, the brand’s COO. “Each piece is crafted to move fluidly with the rhythm of modern life.”
The extra-long fibres of Egyptian cotton yield threads that are finer, stronger, and softer than those from other cotton varieties. The result is a fabric that is breathable yet durable, soft to the touch yet structured enough to hold a crisp silhouette — ideal for everything from casual shirts to refined blazers.
But Concrete is also a story of fusion. Concrete’s design ethos borrows from Italian tailoring — the razor-sharp cuts, relaxed elegance, and that studied simplicity Italians do so well. The result is a brand that feels Mediterranean at its soul, global in its appeal, and confidently modern in its form.
image
image
image

Trends' history: The quiet luxury

Concrete arrives just in time for one of the most compelling style shifts of the decade: the rise of quiet luxury. Loud logos and fleeting trends are giving way to garments that whisper sophistication — refined silhouettes, impeccable construction, and thoughtful materials.
Their pieces — blazers in sand-washed cotton, crisp shirts in ambient tones, tailored separates you can live in — embody that evolution.
To understand Concrete’s relevance, it helps to look at how men’s fashion has evolved. From the tailored rigidity of Savile Row to the minimal rebellion of the 1990s, from streetwear dominance to today’s refined minimalism, menswear has become less about rules and more about expression, quality, and ease.
Concrete sits comfortably in this new era. Their menswear offerings are timeless, but never stiff. Structured, but never fussy. This is a wardrobe for thinkers, creatives, travellers, and professionals alike — men who know who they are and don’t need to prove it.
image

Sustainable style with a story

To sweeten this even more, Concrete’s commitment to natural fibres places it squarely in the path of another key fashion movement: the return to tactile, local-made materials. As consumers grow weary of synthetics and factory anonymity, brands rooted in craftsmanship are finding their moment.
Egyptian cotton is a naturally biodegradable, breathable fabric that supports regional economies and honours generational knowledge. Concrete’s embrace of this fibre is both a nod to heritage and a smart response to a global call for responsible luxury.
Whether you are walking through MiZa, sitting poolside in Marrakesh, or heading into a boardroom in Downtown Dubai, Concrete pieces are designed to move with you.
Explore the collection at concrete.store or visit their flagship at Reem Mall, Abu Dhabi.