100 Saudi brands to take fashion initiative sustainability to the next level

DUBAI: Two of the 100 Saudi Fashion Commission brands, Yousef Akbar and Tima Abid, use local materials and minimize their carbon footprint to build a sustainable industry in the Kingdom.

The Saudi Fashion Commission contributed to achieving sustainability by supporting the fashion industry through its 100 Saudi Brands initiative and the launch of the Saudi Professional Fashion Association.

The 100 Saudi Brands initiative, launched last year, aims to support the business development of 100 Saudi designers and luxury brands, providing Saudi fashion products with international credentials.

It will help build 100 Saudi brands that can compete regionally and internationally. This is within the framework of the Fashion Commission to develop the fashion sector of the Kingdom in all its legislative and regulatory aspects. It will also support and empower its workers, including creators and investors.

sustainability in fashion

Saudi fashion designer Yousef Akbar told Arab News that “there is no such thing in this world as a sustainable brand.”

Fashion designer Yousef Akbar said that wearing a digital garment does not require manufacturing. As a result, there will be no waste and no carbon footprint. (Supplied)

However, he said that sustainability is one of his core philosophies. Akbar and his team achieve sustainability by minimizing their carbon footprint, using sustainable materials and digital patterns.

In terms of minimizing the carbon footprint, Akbar said he sources his materials as locally as possible.

For example, if he was designing or producing a part in Australia, Akbar tries to source materials from that country. “This way, the materials don’t have to travel as far,” he added.

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The initiative will help build 100 Saudi brands that can compete regionally and internationally. This is within the framework of the Fashion Commission to develop the fashion sector of the Kingdom in all its legislative and regulatory aspects.

According to him, sustainable materials do not have to be recycled as these materials can often produce a large amount of waste.

Whenever he uses recycled materials, Akbar’s team tries to use those that are certified to the Global Recycled Standard, which he believes is one of the “strictest recycling certifications out there.”

Akbar uses stock fabrics from other companies or designers when making and producing his pieces. “So instead of them going to waste, we try to use them,” he added.

This year Akbar’s demi-couture will introduce barcodes on every garment. The barcode allows Akbar’s customers to see where the garments come from, what processes they have gone through and how far they have traveled.

“They can connect with the piece and see what kind of impact these clothes are having on the environment and what kind of journey these garments have had,” she said.

Akbar added that they plan to introduce digital clothing that customers can wear on Zoom or even Instagram.

He explained that wearing a digital garment does not require manufacturing. As a result, there will be no waste and no carbon footprint. “You can’t get more sustainable than doing nothing,” Akbar added.

Tima Abid’s deputy brand manager, Sultana Bukhari, told Arab News that the couture house is working to source its garments from local suppliers in the Kingdom. This is because its main suppliers are located in Europe. “So, to get the fabrics from there to here, there are traces of carbon. So that’s something we have to work on,” she said.

Sultana Bukhari, Tima Abid’s assistant brand manager. (Supplied)

Tima Abid Haute Couture discovered a group of Saudi women who created her fabrics. Currently, they are exploring how to incorporate it and support these women, according to Bukhari.

Each item is produced in the Jeddah workshop. From start to finish, none of the dress creation processes is characterized by fast fashion behavior.

Fashion is one of many industries that have a negative impact on the environment. The Saudi Professional Fashion Association, a non-profit organization under the Ministry of Culture, supports and educates brands on sustainable fashion.

empowering fashion

According to Rana Zumai, Vice President of the Saudi Professional Fashion Association, the association empowers and educates the fashion industry on sustainability.

“All the fashion associations in the world share the same mission: to empower the fashion community,” he said.

Rana Zumai, Vice President of the Saudi Professional Fashion Association. (Supplied)

Zumai explained that small designers who make sustainability a business value receive tremendous support from suppliers and the government.

SPFA’s responsibilities include caring for the community, its challenges and needs, future planning, exhibitions and events related to the fashion industry.

“Our great mission is to empower the community, not just the sector itself,” he added.

Zumai said that the fashion community comprises tailors, designers and factories that work in the fashion industry.

Zumai said the partnership would help the fashion industry in the Kingdom build its brands by supporting and developing local fashion shows. They will also gain international exposure by participating in local and international events.

Source: www.arabnews.com