DUBAI: Among the 30 brands showing at Riyadh Fashion Week from Oct. 20 to Oct. 23 are a number of streetwear labels, including 1886 and Not Boring.
Young Saudis are embracing streetwear, creating a thriving fashion subculture in the Kingdom that blends contemporary fashion with traditional influences.
Fahad Al-Jomiah, co-founder of 1886, told Arab News: “There has been a growing interest in streetwear fashion among the young population in Saudi Arabia. The rise of social media and the influence of international fashion trends have contributed to that.”
Not Boring founder Yazeed Abahussein notes that the streetwear scene in the Kingdom isn’t just following trends, but setting them. “I feel that Saudi is above the curve in the region when it comes to streetwear,” he said.
Al-Jomiah, who owns the brand with his partner Khalid Al-Jammaz, attributes the increase in demand to the fact that streetwear resonates with the current generation’s desire for self-expression and individuality. “People find streetwear appealing as it allows them to showcase their personal style and reflect their urban lifestyle,” he said. “Additionally, the comfort and versatility offered by streetwear make it a preferred choice for many.”
“The Saudi thobe is very formal — I like to think of it as the (equivalent of) a suit in the West,” Abahussein said. “But, when it comes to normal, everyday hangouts, some people will wear comfortable clothes and others will want to stand out and look like they are putting some effort in. Those people will choose streetwear, because it’s definitely more fashion forward.”
But as the popularity of streetwear grows, so too does the competition between those designing it, according to Al-Jomiah.
“Competition in the streetwear scene can be challenging, but also exciting,” he said. “It pushes us to constantly innovate and stay ahead of the trends. We focus on creating unique designs, exploring new materials and offering quality craftsmanship to differentiate ourselves from competitors.”
Yazeed Abahussein is the founder of Not Boring. (Supplied)
Abahussein, meanwhile, believes the market is big enough for everyone.
“The Saudi market is huge, and the purchasing power is also high,” he said. “So, I don’t see it as competition, its motivation to always try and be different and ‘Not Boring.’”
Discussing current streetwear trends, Al-Jomiah said that there is a notable interest in oversized silhouettes; bold, vibrant colors; retro-inspired designs; and sustainable fashion.
“Mixing high-end designer pieces with streetwear elements is also a popular trend,” he said. “Collaborations with artists, musicians, and other brands can create unique, sought-after pieces.”
He added that the most popular items in 1886’s online store are jackets, T-shirts, hoodies and hats. “These items tend to be versatile and can be easily incorporated into various outfits,” he explained.
Abahussein said that, initially, Not Boring’s customers were primarily women. “They were already interested in this style. They wear it under their abayas or however. But most men were used to the thobe, so it was a harder market to enter,” he explained.
Al-Jomiah is “incredibly excited” to be taking part in Riyadh Fashion Week. “It is a significant milestone for both our brand and the fashion industry in Saudi Arabia,” he said.
His team, he said, has been working “diligently” on their collection and have collaborated with “talented stylists, models, and production teams to ensure a seamless and impactful showcase.
“The collection draws inspiration from the industrial revolution. Once replaced by machines, humanity now faces a resurgence of Al encroachment in the fashion industry,” he explained. “However, we are resisting this new wave of automation with our own manual labor. The creation of this collection serves as a tribute to diligent workers across diverse industries who don’t mind getting their hands dirty.”
For Abahussein, it feels “surreal” to have a major fashion event taking place in his homeland. “I don’t know how to find the words to describe it,” he said. “We never thought we would have this support for the fashion scene in Saudi.
“When we first started, it was really something small, we participated in small markets and tiny activations for the fashion commission,” he continued. “Then we started showcasing in Paris, Milan and New York. To them, we might be late to the game, but we are here to stay. We have something very special and very authentic to show the whole world. I'm very excited.”
