DUBAI: From Riyadh to New York and Milan, Saudi streetwear label SULÉ — beloved by US singer Jason Derulo — is taking the style world by storm.
Faisal Suleiman, founder and artistic director of the model, spoke to Arab Information in regards to the steps he takes to provide his Saudi designs worldwide publicity.
The entrepreneur showcased his designs in Italy this yr on the Saudi 100 Manufacturers exhibition at WHITE Milan 2022.
Through the exhibition, SULÉ acquired recognition from well-known figures within the worldwide artistic and trend enviornment, together with Istituto Marangoni and the Vogue Fee of Saudi Arabia’s Ministry of Tradition.
“It felt surreal, not simply presenting my very own model, however to be with different Saudi manufacturers in one of many main trend capitals on the earth … it felt wonderful,” Suleiman instructed Arab Information.
SULÉ was based in 2016 after Suleiman went on a visit to Miami together with his cousins in 2015.
“I noticed this man carrying a cap backwards with a durag beneath,” he mentioned. “Again then, I didn’t know what a durag was and so I went and requested him the place he bought his cap from. He eliminated the cap and there was the durag beneath.”
That was the second Suleiman’s enterprise thought sparked. “I bought this concept to merge each. I went to the tailor and he sewed them collectively for me — the bandana and the cap.”
This was his first design. He then reduce out the again of the cap and sewed the bandana inside the cap to create his first tieback design.
In 2016, he filed for a US design patent for the tieback hat and launched his model, which is derived from his identify and stands for being “a family-oriented, adventurous, bold and passionate individual.”
“I wished one thing to face out not simply making a t-shirt with a print or a hoodie. I wished one thing distinctive, a bit funky that you possibly can put on in every single place,” added Suleiman.
And he positive did. Suleiman’s tieback hats acquired recognition from worldwide stars together with Jason Derulo and Russ Diemon.
“Love these Saudi Caps! Good Luck,” Derulo had mentioned.
“Many worldwide creatives wore our merchandise. A few of them had been gifted and a few had been truly bought. That’s an enormous milestone for me and for us as a model,” mentioned the founder.
In terms of Derulo, Suleiman recalled that he first met him in 2018.
“I gifted him 5 caps. In a while, I see a purchase order from Jason Derulo to his deal with from our on-line retailer,” mentioned the entrepreneur. “Then, I made positive that the customer support was amazingly performed. The merchandise had been shipped out as quick as attainable and so he commented on that saying ‘thanks, such an incredible model.’”
Suleiman mentioned Derulo wore the caps throughout his world tour. “Seeing him put on my caps in entrance of fifty or 60,000 individuals … I felt a sparkle in my coronary heart,” mentioned Suleiman.
The model additionally acquired superstar endorsement from Arab stars together with Assalah Nasri, Mohammed Khoja, Fatma Almomen, Maryam Alnasser and Maram Zbaeda.
One other second in his profession that Suleiman says could be very pricey to his coronary heart is internet hosting a pop-up in New York throughout trend week. “Me doing a pop-up there was such an amazing milestone for me and having all 400 items promoting out in every week … it was such an amazing feeling,” he mentioned.
His different achievement, he mentioned, was opening his first retailer in Riyadh Boulevard in 2021. “It was my first retailer. We spent 20 working days simply to complete that retailer, and we opened … in 24 days,” he mentioned.
Suleiman then opened one other retailer in Jeddah on the Artwork Promenade System 1.
In the present day, SULÉ is a multifunctional way of life model for males, ladies and youngsters providing caps, hats, t-shirts, hoodies, jackets and extra. The web site additionally sells merchandise from like-minded manufacturers together with Les Benjamins, Mouty, Alchemist, Air Power and Jordan.
