Hatem Al- Akeel:
KNOWLEDGE is key in the fashion industry. Knowing what works and what doesn’t is what helps improve a designer in their quest for innovative designs. Inspired by different cultures, attentive to the latest in the fashion world and keen on details is what defines Hatem Al-Akeel. Coming from no background in design, he ventured in the world with his creativity at hand, not wanting to be known as only a Saudi or regional thobe designer, but is aspiring to be a global designer.
The thobe has long been an Arab tradition for centuries, whether you call it thobe, dishdasha, kandura or jalabiya, the common factor is in the comfort that dons the thobe. The modernization of the Arab world has not changed the fact that the “go to” dress code has always been and will always be the thobe. Many designers have tried their luck in creating new edgy styles for the thobe, experimenting with colors, designs and fabrics, but few ventured with originality.
A globe trotter and wanderer, Hatem’s designs reflect upon his diverse travel destinations and upbringing, spread between Saudi Arabia, Switzerland and Boston and he now resides between Jeddah and Dubai. Toby by Hatem Al-Akeel was launched in 2006 with Hatem’s signature style, crisp clean lines and silhouettes best suited for the men of the region.
He opened his first Toby store in Jeddah in 2007. Since his launch, Toby has grabbed the attention of many due to the designer’s ability to mix and fuse different regional traditional garbs from Kuwait, Bahrain, Oman, Emirate and Saudi Arabia producing garbs that are new and interesting. He has now spread out to Europe and reached all the way to Hollywood as celebrities have donned his designs. The designs have since expanded, a ready wear men’s line with crisp cut defined dress shirts, a junior’s line for all those young men looking to copy their father’s style, a women’s line with light fabrics and simply sophisticated designs great for day looks and night looks and his signature thobe line. Just this last December, Hatem’s achievements have granted him a “Forbes leaders Inspiring Entrepreneurial Elite Award”, awarded by the Governor of Riyadh, HRH Prince Turki bin Abdullah.
Toby first launched in 2006-2007 and has expanded and literally spread out all over the GCC area and is now available worldwide as well. Hatem has faced many highs and lows throughout his career but the lows were the key factor for the designer to appreciate the highs, not only has he grown as a designer, but his horizons have also grown significantly. Creativity has helped teach Hatem that it is crucial to combine a good business acumen with creativity, they both go together and can’t do without one another, a recipe for success. Hatem has not restricted himself to thobes only, he has expanded his horizons, expanded his line, his creativity takes hold of him and thus creates new designs that are surely not disappointing any.
Arab News caught up with the founder of Toby and found out more about his plans and future endeavors as he continues to make waves in the fashion business. Who is Hatem Al-Akeel?
Some one that wants to change perception and wants to demonstrate how rich and beautiful Middle Eastern heritage and cultures can be. You’ve recently been awarded with the “Forbes leaders Inspiring Entrepreneurial Elite Award,” how does it feel to have received such a prestigious award and being such an inspiration to many in the fashion industry?
It’s an honor to be recognized for being a businessman as well as being a designer. It took a long time for me to be able to understand what it takes to manage and run a business with a great deal of trial and errors as I always focused more on the creative side versus the business. It’s necessary for designers and entrepreneurs to understand that combining good business acumen with design is key. One cannot do without the other. A proper business plan will make a world of difference. So for me this award is like a tap on the back rewarding me for all the hardships of being a creative juggling design with administration. I hope to become a good example for future generations to realize that anything is possible to achieve with passion and strong vision and perseverance. What defines your personal style?
Simplicity but with an edge. In what ways do you incorporate your modern touches to traditional thobes? Is there a secret touch you’re willing to tell readers about?
For me “less is always more.” Keeping it simple and clean has always been part of my design ethos. What influences your designs?
History, old Hollywood, art and architecture and different cultures. What makes Toby significant and different from all other brands out there? How have you kept up with competitors?
I am the person behind the product. It is a reflection of who I am as a designer and as a person who embodies both Western and Eastern mentalities. My clientele pick up on my Western and Eastern sensibilities. I am also very “hands on” when it comes to the creative process. I would not let anyone else communicate my creative messages. It may take more effort at times to multi task but I am quite adamant on ensuring that the direction of each collection has a specific message. I do not look at what the competition is doing. I do however encourage more and more Saudis to become designers and pursue their dreams. Your line is simple yet very sophisticated with exotic hints from here and there. Do