Splash the dash

We’re not entirely sure where the “demand” side of the supply-and-demand equation came from here, but apparently people want to pay homage to great contemporary artists while wandering around the Gulf.
The Toby brand, created by Saudi-born, US-raised Hatem Alakeel, specialises in offering a contemporary twist to the more traditional Hijaz menswear. And Andy Warhol motifs would seem as modern as anything.
The notorious Campbell soup tins make an appearance, as does one of Warhol’s quotes across the back of another: “Art is what you can get away with.” We wonder whether that now applies to Middle Eastern fashion…?

NOX: So, you obviously thought the thobe needed some modernising?
Hatem Alakeel: I noticed that the younger generations were taking it upon themselves to design their own traditional garments, so I thought why not give it to them on a silver platter! I get all sorts of customers, from teenagers to bankers and CEOs. But most of the purchasing decisions are made by wives and mothers!

NOX: What’s your background?
HA: I have been designing for myself, friends and private clients for the past four years. Toby opened a year ago.

NOX: How have people reacted? Any feedback from traditionalists?
HA: The bulk of the response has been supportive and complimentary – and through the store, I get it firsthand. It has opened many eyes, especially when it comes to the most traditional or old-fashioned customer – and we do also have slightly more subtle designs for those tastes. I am not trying to change tradition, I just think that customers should be allowed more choice.

Toby took part in the Dubai Fashion week, from October 5-9
For more designs: www.urtoby.com