They say you’re what you eat. We dare to develop this idea — you’re what you wear, so if you care about the planet you’d better care about your outfit. In Qatar, there’re plenty of cool sustainable brands which will make you feel good either about your look or about the environment. Discover the local fashion industry and mark what’s in for you to try upon your next visit to the region.
What we like most: delicate embroidery and magnificent prints
1309 Studios is a ready-to-wear label that was founded in 2015 by creative director Ghada Al Subaey. The brand is grounded in a ‘contemporary bohemian’ aesthetic, celebrating feminine touch. Minimalistic silhouettes of traditional Abayas are merged with bold colors and prints, often created by outstanding Arab artists. 1309 Studios has a responsible approach towards the environment. 70% of the fabric used for clothing is vegan, the packaging is biodegradable, compostable, and environmentally friendly. Moreover, the idea is to create timeless pieces that are designed to be worn for a long time. Thus, 1309 Studios promotes consciousness and fights against excessive consumption (and production).
What we like most: heavy silk abayas suits
TRZI took off between 2010 and 2012 by reimagining and designing the Abaya, a traditional garment worn by women in the Middle East. The founder is a multidisciplinary artist and designer Amna Ahmed Al-Misned, whose love for art and fashion helps to blur the line between Qatari cultural attire and the global fashion world. Abayas of TRZI were renowned by HE Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, one of the Qatar’s leading voices for art and culture. The brand cares about the life cycle of the product, offering repair, redesign and upcycle services. Once your piece from TRZI is damaged or just feels like being changed, just bring it to the store and consultants will provide you with upcycling options.
What we like most: handcrafted unique pieces
Mashael Al Nuaimi created Mhefhef in 2020, making it one of the few luxury sustainable brands in Qatar. Natural, breezy, individual — that’s how the founder herself describes the Mhefhef concept. Mashael works with artisans from various parts of the world, allowing them to use handwoven fabrics as art canvases for different textile techniques such as handblocking, henna art shibori, hand-painting, felting, and eco print. Upcycling is a thing for the brand, as Mhefhef has recently introduced Upcycled Abayas, made entirely from fabric waste that would have otherwise been in a landfill. Mashael mentions that she’s so fond of natural fabrics, because they have sheen and movement that elevate the most basic silhouettes.
What we like most: collaboration with the prominent artist Bouthayna Al Muftah
What started as a small couture atelier, is now a reputable fashion house, located in Doha. Its founder Yasmin Mansour seeks to bring Qatari fashion forward, while respecting culture, tradition and history. Her clothes are designed for special occasions. From the first sight it doesn’t seem that the brand has anything to do with the sustainability issue. However, Yasmin is eager to keep her brand conscious. “What makes our label unique is that we love to play with materials. One way to do that is exploring recycled materials which has turned out to be amazing and motivated me to contribute to the environment”, says Yasmin. Bold design is often created in collaboration with artists, for example, in season 2022–2023 Yasmin Mansour launched a collection together with a prominent Qatari artist Bouthayna Al Muftah.
What we like most: comfy minimalistic tracksuits made of organic cotton
Baby Elephant story started with a personal need. Aysha Al Mudahka, the future founder, was struggling to find comfortable clothing for her baby. When her second kid was born, Aysha decided to partner with Ieva Simkiene (mom as well) to launch an organic wear line for babies and toddlers. Baby Elephant uses 100% organic cotton, making soft and safe clothing. The designs feature Arabic phrases, enabling the brand to stand out and highlight its origins. While the first collections were made for kids only, the label has since developed the line for the whole family. Baby Elephant is also aiming at the zero waste concept.
What we like most: bold colors
Ninth is another brand that offers comfy garments for kids. It was established in 2022 by Fatima Al Mohannadi, who’s a mother of three and a big fan of organic fabrics. Ninth uses recycled and biodegradable materials and packaging, creating bright hoodies and sweatpants. The whole production process takes place in Qatar, which shows responsibility in terms of supporting local businesses.
