Is streetwear dead? Not in the Middle East

As global luxury brands brace for a slowdown in traditional growth markets, Jing Daily’s latest report, Driving Luxury Revenue in the Middle East: KSA and UAE, provides an incisive look at the region poised to defy the economic trend. Click here for access. While streetwear may be “dead” in the West — according to late Off-White founder Virgil Abloh and New York Times fashion critic Vanessa Friedman — it’s just getting started in the Middle East. Picture flowing abayas paired with jeans and sneakers, bold graphics, and baggy silhouettes that seamlessly blend culture with cool. A youth haven It’s easy to see why streetwear has taken root in the region. Streetwear has long been tied to urban youth, from surfers and skaters in the 1970s to hip-hop artists in the 1990s. By the early 2000s, streetwear had moved beyond its subcultural roots and into the global spotlight, fronted by iconic brands like Stüssy, Supreme, and A Bathing Ape. So, what better place to thrive than the Middle East and North Africa (MENA), where 55% of the population is under 30? In Saudi Arabia, that figure jumps to 60%, with digitally savvy young Saudis eagerly embracing global trends while proudly repping their cultural identity. Fueling streetwear’s momentum is a surge of local lifestyle and entertainment events, providing vibrant platforms for young consumers to showcase their style. Music festivals like Saudi Arabia’s annual Mdlbeast Soundstorm and newly launched 1001 Music Festival, along with Abu Dhabi’s Bred, have become stages for experimenting with fashion and expressing individuality. In 2022, Mdlbeast even debuted its own fashion line, Bani Beast, reimagining festival wear with a Bedouin-inspired twist. Laidback layers over hype In line with current fashion trends, it’s not about the big logos. “People are asking for less loud streetwear brands and moving towards cleaner, quieter streetwear styles,” says Kamal Hubaishi, founder of Saudi concept store Urbn Lot. According to Reiting Lee, founder of boutique agency The Oriental Hybrid, Arab youths are shifting away from formal traditional wear in their leisure time, “embracing a more relaxed yet premium style, which fuels demand for hoodies, oversized silhouettes, and statement sneakers.” “They also have a more modest approach in terms of the styles,” she adds. “Middle Eastern brands often incorporate local heritage, for instance, specific patterns, Arabic typography, or reinterpretations of the thobe and abaya into streetwear silhouettes.” Streetwear names to know Tapping into these consumer trends is Torba Studio. Founded in 2018, the Saudi label is redefining streetwear through its thought-provoking designs, inspired by the unknown, the spiritual realm, and the afterlife in Islamic tradition. Its products include layered track pants, caped dresses, and dramatic blazer coats, aligning with local preferences for “modesty in their silhouettes and comfort of the fabric and trims,” Torba Studio co-founder Nazek Alkhulaifi explains. Meanwhile, in the UAE, Amongst Few demonstrates how community remains central to streetwear culture. Since launching in Dubai in 2013, the brand has cultivated a cult following, expanding beyond apparel to offer lifestyle experiences like barbering, sneaker cleaning, and an in-house café. Known for its creative collaborations, Amongst Few has partnered with renowned names like Ed Banger, Reebok, and the NBA — establishing itself as a key player in the region’s streetwear scene. The future of fashion Not only are these brands shaping the future of Arab street culture, but they’re also opening doors for global labels looking to connect with local youth. According to a report by The Future Laboratory, 95% of 18 to 34-year-olds in Saudi Arabia consider it important to support and engage with homegrown enterprises, celebrating local craftsmanship and design. As Alex Hawkins, Director of Strategic Foresight at The Future Laboratory notes, “Many consumers in the Middle East are increasingly proud to support local luxury talent,” making collaborations a key way to build cultural capital and forge authentic relationships. With the fashion and luxury market in the GCC (Gulf Cooperation Council) valued at $80 billion — and projected to grow by another $20 billion by the end of the decade, according to a 2024 report by the Saudi Fashion Commission — the region is poised for significant expansion. As more countries ramp up investment in fashion, travel, sports, and entertainment, the influence of these sectors on youth culture and, consequently, streetwear, will only grow. In 2025 and beyond, expect to see more sneakers and hoodies with a distinctly Arab flair.

Is streetwear dead? Not in the Middle East

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Published May 23, 2025

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Is streetwear dead? Not in the Middle East