by Alexandra Mansilla
Middle Eastern Brands To Know: Bold, Creative, And Tradition-Inspired
16 Jun 2024
The Middle Eastern fashion industry is booming and evolving rapidly. Previously, we focused on brands emphasising modesty. This time, we spotlight those breaking the mould, making design exciting while staying true to their roots.
Precious Trust
An independent fashion label based in Dubai, Precious Trust was founded by self-taught designer Wathek Allal in 2017. The brand is inspired by two main influences: North Africa, especially Algeria (Wathek is an Algerian born in Syria), and street culture, particularly skateboarding, a long-time passion of Wathek's.
Precious Trust is more than just a fashion label; it is a deeply personal project for Wathek. The name "Wathek" translates to "Trust" in Arabic, while "Precious" is a term of endearment used by his close friends. Through this brand, Wathek channels his profound love for his homeland and culture.
Known for its experimental designs, Precious Trust features unique graphics, bold cuts, and hand-dyed fabrics. The brand emphasises movement and comfort, seamlessly blending traditional influences with a modern, sporty aesthetic.
Unas Tokyo
In 2018, Saudis Yusef, Basuru, and Yazeed founded UNAS Tokyo, driven by a vision inspired by film, music, and various subcultures. The brand brings a fresh perspective to streetwear, offering garments made in Japan with exceptional materials and craftsmanship.
Yazeed Ahmed explains, “The name ‘Unas’ means ‘people’ in Arabic. For us, it represented our community in Tokyo, inspired by the people, streets, and culture.”
UNAS Tokyo is celebrated for creating timeless pieces with a sartorial edge, continuously injecting innovation and quality into the streetwear scene.
HINDAMME
Launched by Saudi designer Mohammed Khoja in 2016, HINDAMME is a luxury fashion label that artfully merges Eastern and Western influences. The brand’s name, derived from an old Arabic term meaning "to have high aesthetics," embodies its commitment to elegance and visual harmony.
Guided by Mohammed Khoja’s creative vision, HINDAMME effortlessly combines his cultural heritage with contemporary style. Each piece in the collection reflects a sophisticated fusion of tradition and modernity, offering a unique ready-to-wear line that is deeply rooted in cultural significance while appealing to modern tastes.
Every HINDAMME collection is dedicated to a certain topic. For example, the latest collection was inspired by Saudi Arabia's recent opening to global tourism. Another one, SEASON V, explores our relationships with family, community, and the Earth.
And let's not forget a major milestone for the brand: their 2018 'Driving Jacket' is exhibited at the Victoria & Albert Museum, making it the first contemporary Saudi piece to be included in the museum’s collection.
Moja Majka
Moja Majka is the brainchild of half-Turkish, half-Saudi designer Sarah Basaad and her mother, Sureyya Barli Basaad. Together, they seamlessly blend tradition with modern sophistication, creating pieces that are both culturally rich and contemporary. What do they produce? Stunning kaftans and abayas.
Established in 2012, Moja Majka is dedicated to Sureyya's mother. Even the name, "Moja Majka," means "My Mother" in Montenegrin and reflects Sureyya's roots in Yugoslavia.
Sarah described the brand to Arab News as follows: “Our work is an appreciation of women around the world who create things with patience and love. Women and mothers who poured their feelings into their hopes, dreams, tears of happiness and sorrow for their kids and loved ones.”
Moja Majka sources textiles from villages in Turkey, where they are either loomed or hand-loomed by skilled craftsmen. Their fabrics, made from 100% organic linens, cottons, and silk, ensure both high quality and sustainability.
Not Boring
Founded in 2017 by Saudi designer Yazeed Abahussein, this brand thrives on transforming even the most basic pieces, like hoodies and T-shirts, into something exciting. With playful prints and ironic slogans in both English and Arabic, the designs defy conformity and inject personality into everyday wear. The brand’s motto is clear: Never Be Boring.
"Inspiration comes when you let your mind roam, and I love letting my mind roam," says Yazeed Abahussein once. We couldn’t agree more.
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