With collections that speak straight to the Middle Eastern man, Hatem Alakeel's growing edit of traditional wear is gaining international recognition, most recently with his new collection. Aptly titled Gris — which means grey in French — the menswear line consists of strong bold cuts that blend influences from the East and West — a topic Alakeel discussed with Buro 24/7 Middle East's Editor-in-Chief, Shannon Wylie, during the 2017 Arab Luxury World conference.

"It's a fusion," Alakeel explains. "I'm very proud to be Saudi, I embrace my roots. But I'm also about West and East. I have always loved Moroccan influences so I used modernised Marrakesh styles too. The emphasis is on greys here because I wanted to focus on something that is more modern, industrial, simple and more on the subtle side of the thobe."

The collection, which comes complete in a grey colour palette, is also complemented with embroidery, embellishments, cuffs and intricate detailing. "It's no longer acceptable to wear a regular thobe. The idea is to bring a bit of Savile Row into tradition. It has always been my goal, in the finishing and the execution. I think the Saudi gentleman moving forward knows what he wants. We're going back to basics,  and as they say, classic never dies."

Discover Toby by Hatem Alakeel's Gris collection now...

Hatem Alakeel

Hatem Alakeel

Hatem Alakeel

Hatem Alakeel

Now watch the Toby by Hatem Alakeel campaign video featuring Gris...

Then, read Alakeel's first column for Buro 24/7 Middle East, where he speaks to HRH Princess Reema Bint Bandar Al Saud about women in Saudi.