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 inventive director of the model, spoke to Arab Information concerning the steps he’s taking to offer his Saudi designs worldwide publicity.
The entrepreneur showcased his designs in Italy this yr on the Saudi 100 Manufacturers exhibition at WHITE Milan 2022.
Throughout the exhibition, SULÉ obtained recognition from well-known figures within the worldwide inventive and trend enviornment, together with Istituto Marangoni and the Trend 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 planet … it felt superb,” Suleiman informed 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 sporting a cap backwards with a durag beneath,” he stated. “Again then, I didn’t know what a durag was and so I went and requested him the place he acquired his cap from. He eliminated the cap and there was the durag beneath.”
That was the second Suleiman’s enterprise concept sparked. “I acquired 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 lower out the again of the cap and sewed the bandana throughout 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 particular person.”
“I needed one thing to face out not simply making a t-shirt with a print or a hoodie. I needed one thing distinctive, a bit funky that you may put on in all places,” added Suleiman.
And he positive did. Suleiman’s tieback hats obtained recognition from worldwide stars together with Jason Derulo and Russ Diemon.
“Love these Saudi Caps! Good Luck,” Derulo had stated.
“Many worldwide creatives wore our merchandise. A few of them had been gifted and a few had been really bought. That’s an enormous milestone for me and for us as a model,” stated the founder.
On the subject 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,” stated the entrepreneur. “Then, I made positive that the customer support was amazingly carried out. The merchandise had been shipped out as quick as potential and so he commented on that saying ‘thanks, such an incredible model.’”
Suleiman stated Derulo wore the caps throughout his world tour. “Seeing him put on my caps in entrance of fifty or 60,000 folks … I felt a sparkle in my coronary heart,” stated Suleiman.
The model additionally obtained movie star 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 awesome milestone for me and having all 400 items promoting out in every week … it was such an awesome feeling,” he stated.
His different achievement, he stated, 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 stated.
Suleiman then opened one other retailer in Jeddah on the Artwork Promenade Method 1.
At this time, SULÉ is a multifunctional way of life model for males, girls 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 Pressure and Jordan.
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