The thobe is more than just an article of clothing to men of Saudi Arabia. It is a symbol of pride and heritage. And so, keeping it pristine is vital to them, even at the expense of having to avoid some of their favourite foods.
Well, we couldn't have that.
In partnership with Heinz and designers in the region we developed a cutting-edge nano-tech coating that was applied to the yarn directly which then ultimately becomes what we like to call "The Unstainable Thobe"
With a total reach of over 9M the campaign successfully bridged the gap between tradition and technology and the press and media within the region and around the world took notice.
