From tradition to cutting edge: The emergence of Saudi streetwear

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RIYADH, Saudi Arabia, Oct 19, (Agencies): As Riyadh Fashion Week gears up from October 20th to October 23rd, a fresh wave of streetwear brands is set to make an impact, including 1886 and Not Boring.

Young Saudis are adopting streetwear culture, breathing life into a thriving fashion subculture that seamlessly fuses contemporary styles with traditional influences.

Fahad Al-Jomiah, one of the co-founders of 1886, remarked to Arab News, “A growing fascination with streetwear fashion has gripped Saudi Arabia’s youth. The ascent of social media and the global fashion trends have significantly contributed to this phenomenon.”

Yazeed Abahussein, the visionary behind Not Boring, points out that Saudi Arabia’s streetwear scene isn’t merely keeping up with trends; it’s setting them. “I believe Saudi Arabia is leading the region in the realm of streetwear,” he proudly proclaimed.

Al-Jomiah, who owns 1886 alongside his partner Khalid Al-Jammaz, attributes the surge in demand to streetwear’s ability to cater to the younger generation’s yearning for self-expression and individuality. He elaborated, “Streetwear appeals to people because it lets them express their unique style and embrace their urban lifestyle. Furthermore, the comfort and versatility offered by streetwear make it a preferred choice for many.”

Abahussein added, “The Saudi thobe is very formal – think of it as the Western equivalent of a suit. But for everyday outings, some people opt for comfortable attire, while others aim to stand out and look fashionable. Streetwear is the choice for those who want to make a fashion statement.”

However, as streetwear’s popularity continues to soar, so does the competition among designers, Al-Jomiah noted. “Competition in the streetwear scene can be demanding, yet exhilarating. It compels us to constantly innovate and stay ahead of trends. We focus on creating unique designs, experimenting with new materials, and maintaining superior craftsmanship to set ourselves apart from competitors.”

Abahussein, on the other hand, believes that the market is expansive enough for everyone. “The Saudi market is vast, with significant purchasing power. Thus, I don’t see it as a competition but as motivation to continuously strive for originality and to remain ‘Not Boring.'”

Delving into the current streetwear trends, Al-Jomiah highlighted a growing interest in oversized silhouettes, bold and vibrant colors, retro-inspired designs, and sustainable fashion. He stated, “Mixing high-end designer pieces with streetwear elements is also a popular trend. Collaborations with artists, musicians, and other brands can yield unique, highly sought-after pieces.”

Al-Jomiah also revealed that the most popular items in 1886’s online store were jackets, T-shirts, hoodies, and hats, all known for their versatility in various outfit combinations.

Abahussein noted that initially, Not Boring primarily attracted female customers who were already inclined towards the style, incorporating it under their abayas. However, it was a tougher market to penetrate for men accustomed to the traditional thobe.

For Al-Jomiah, participation in Riyadh Fashion Week represents a significant milestone. He expressed, “It’s a pivotal moment for both our brand and the Saudi Arabian fashion industry. Our team has been working tirelessly on our collection, collaborating with talented stylists, models, and production teams to ensure a seamless and impactful showcase.”

He added, “Our collection takes inspiration from the industrial revolution. Once replaced by machines, humanity is now witnessing a resurgence of manual craftsmanship in the fashion industry. This collection pays tribute to diligent workers across various industries who don’t shy away from getting their hands dirty.”

As for Abahussein, the realization of a major fashion event in his homeland feels surreal. He remarked, “Finding the right words to describe it is a challenge. We never expected such strong support for the fashion scene in Saudi Arabia. When we started, it was a modest venture, participating in small markets and minor fashion events. Then we expanded to showcase in renowned fashion capitals like Paris, Milan, and New York. To some, we might seem late to the game, but we’re here to stay. We have something unique and authentic to offer to the world. I’m incredibly excited.”

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