Saudi Arabia’s airline joins merch race with streetwear range

Saudi Arabia’s national carrier has unveiled a clothing collection that blends streetwear with corporate merchandise, an unusual fashion foray for an airline whose business model has long mirrored the country’s strict moral and religious codes. Saudia’s lifestyle brand consists of a range of tracksuits, dresses, and college jackets featuring green and blue hues that pick up on the airline’s livery, and emblazoned in large-font “SV” lettering — the carrier’s official designation code. Saudia presented the items at Riyadh Fashion Week this week and plans seasonal drops in the future, though it hasn’t revealed any prices for the gear. The move shows how the airline whose main focus has been on religious pilgrimage is seeking to tap into Saudi Arabia’s rapid move to modernize. The once closed-off nation is trying to attract an inflow of international businesses and tourists as the economy seeks to diversify away from oil. The desert country is pouring billions into ultra-premium resorts, marquee sporting events, music festivals and cultural landmarks, alongside new luxurious airline Riyadh Air which will also compete with Saudia for passengers. The clothing collection moves Saudia into a niche that other carriers have already established as a lucrative brand extension. Emirates, the region’s No. 1 carrier, churns out a massive merchandise collection, selling everything from $350 roller bags made of recycled first-class leather to limited-edition Wimbledon towels. The fascination with aviation merchandise has long extended to in-flight freebies like amenity kits, pajamas, and anything with the logo of an airline. Delta Air Lines first-class pajamas sell for as much as $100 on eBay, and some carriers have teamed up with brands like Swiss luxury underwear brand Zimmerli or shirt maker Van Laack to create in-flight loungewear. In the past few years, the Saudi government has overhauled the airline’s management, hired a new commercial head as well as an executive from Qatar Airways, which routinely garners awards for its in-flight product, to oversee passenger experience. The changes range from strategic decisions like codeshare agreements to product upgrades including new lounges, designer amenity kits, and a collection of coffee cups modeled after different regions in Saudi Arabia. By Leen Al-Rashdan

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Saudi Arabia’s airline joins merch race with streetwear range