Revolutionizing the humble thobe

you apply your personal style to all your designs?

Absolutely everything I create comes from a personal special place. Over the years however I have had to tone down and also see what are my clients’ requirements and philosophies and based on that i started creating different lines that are more conservative, wearable and practical. I also design men’s ready to wear shirts and jackets. One of Toby’s projects is a line for women. Was it difficult to create it knowing fully well we women are extremely picky when it comes to designs and fabrics best to suit our different shapes?

Women’s collections are very delicate and must be handled differently. My approach is to pace myself and offer capsule collections. What I enjoy when I design for women is that there are no limits to the creative process, whereas as for men there are certain lines that must be drawn. You are well known among Arab designers for reinventing the traditional thobe but keeping with its original essence as well. How are you able to combine both without extreme changes?

Understanding the profiles of our clients and knowing how to cater to them and their requirements. This is very important and it took me a while to realize. It’s all about the small subtle details that make a design stand out from the others. The designs of Toby although traditionally Arabian yet have an exotic feel to them. How has your heritage helped with the process of keeping with traditional design?

I am actually from Najd and I embrace different heritages in my designs. We have such a rich culture, it’s always been my goal to demonstrate how deep and substantial it is in all of my design and creative messages. I also want to demonstrate how it can also hold its own vis a vis international fashion and general style. Since your launch a few years back, what were some of the challenges that you’ve had to face in order to get to where you are now?

It’s always a challenge for any entrepreneur to start creating and building a brand. But it’s those experiences that help shape and mold the future. When I first started designing, I designed for myself and how I envisaged fashion to be. I realized over the years that being stubborn in business can limit you as a person and as a businessman. When I started realizing the potential of catering to different demographics things improved and changed drastically Alhamdulillah. What is your latest project line and what would customers expect in the near future from Toby?

The opening of the new Toby Riyadh boutique on Tahliah Street has been exciting. Riyadh is a whole other market which I look forward to further pursuing. We also just launched Toby E commerce and a new Toby Junior Winter collection. What do you love most about what you do? What makes you smile?

I love the fact that I can express myself through my work. There is so much more that I want to express creatively. When my clients tell me I made them feel good about themselves it is like music to my ears and puts a big smile on my face.

Hatem’s designs are contemporary, innovative, different and yet original all in one and there is an array of designs suitable for every individual. While Toby stores are only in the Kingdom, it is now possible to shop at Toby from almost anywhere in the world due to the launch of the brand new e-commerce website, www.tobybyhatem.com. Offering shipping to almost every country, the online portal features bespoke menswear including thobes and dress shirts. Each item can even be customized according to exact measurements. The website allows customers the comfort and privacy of shopping from their own homes. There is also free shipping for orders over $500 and free returns as well as a track and trace number, making online shopping an excellent alternative to visiting stores in person. The website accepts payments via various methods including Visa, MasterCard, American Express and PayPal.

“The late King Faisal of Saudi Arabia was a pioneer when it came to fashion and integrity. It was through him that I became inspired to focus on classic elegance,” says Hatem. He adds, “With the new website I want to showcase Saudi fashion to the world and allow everyone to see that our traditional clothing can be just as attractive as western high fashion.”