In recent years, the fashion industry has increasingly emphasized the significance of cultural diversity and representation. Fashion becomes more globalized as designers and brands embrace the various cultural perspectives and experiences that shape our world. Despite intense competition, Shamek, a streetwear fashion brand from Saudi Arabia, has successfully integrated cultural elements into its collections. The brand maintains its authenticity and dedication while staying on-trend with the fashion world.
Cultural exchange through fashion
Shamek was founded by Majed Alshehri, an established Saudi Arabian painter and designer with a strong national presence. Majed’s passion for art started early, and over nearly three decades, he has composed a wide range of paintings. His signature aesthetic is characterized by vibrant colors and dynamic energy, which he has skillfully transferred from the world of art to fashion.
Shamek’s designs are deeply rooted in the rich cultural heritage of Saudi Arabia. From the intricate floral motifs to the use of luxurious fabrics like silk and velvet, every piece is a work of art that pays homage to the country’s traditional patterns, fabrics, and embroidery techniques.
According to Majed, Shamek is dedicated to preserving and promoting Saudi Arabian culture through fashion. “I wanted to bring that beauty of Saudi Arabian heritage to the forefront of the fashion world and to show the world the incredible creativity and artistry within our culture,” he shares.
Cultural diversity leads to commercial success
The brand’s success is a testament to the fact that fashion can be a powerful tool for cultural exchange and understanding. By incorporating traditional Saudi Arabian elements into its designs, Shamek promotes its culture and educates the world about it.
Moreover, this approach has proven profitable, as market statistics show strong demand for culturally diverse and inclusive fashion. According to a 2021 report by McKinsey & Company, fashion brands that prioritize diversity and inclusion in their marketing and product offerings have a 50% higher likelihood of outperforming their peers financially.
Additionally, a survey conducted by Nielsen found that 79% of consumers prefer to buy products from companies that show they understand and respect their culture. By incorporating cultural elements into its collections, Shamek has created a unique and authentic brand identity and tapped into a growing market trend toward inclusivity in fashion.
Saudi Arabian heritage meets modern elements
While Shamek’s designs are heavily influenced by tradition, they are also infused with modern elements to appeal to a broader audience. Majed explains that the brand’s streetwear collection – shirts, jackets, pullovers, trousers, bucket hats, beanies, and accessories – combines tradition and modernity. It incorporates modern elements into its designs through bold and trendy designs and colors.
Majed adds that Shamek’s designs are carefully crafted to appeal to both men, women, and children, no matter how wide their range of tastes is. Whether bold and daring, sleek or sophisticated, Shamek ensured that there was something for everyone.
Preserving culture and promoting sustainability
Shamek’s commitment to preserving Saudi Arabian heritage goes hand in hand with its dedication to sustainable and ethical practices. The brand uses eco-friendly fabrics and production methods while closely collaborating with local artisans to create its designs, providing them with fair wages and opportunities for economic empowerment.
“We believe that fashion can be a force for good. By using sustainable and ethical practices, we are not only helping to protect the environment but also supporting the local communities and artisans who are the backbone of our industry,” Majed shares.
This commitment to cultural preservation, sustainability, and innovative design has garnered significant recognition and success for Shamek. With a customer base of over 60,000 people, the brand continues to make waves in the fashion industry. Majed emphasizes that Shamek’s goal is not just to be known for its designs but also for the cultural heritage that inspires them.
Shamek’s plans and vision
Shamek opened its first retail location, the first Saudi clothing department store, to showcase its unique pieces and offer customers a greater selection of options. In February 2022, it launched its latest collection for FW 22/23. This collection combines traditional Saudi Arabian design elements with streetwear style to create a fresh approach to fashion that blends classic and modern elements. The brand aims to expand its reach while remaining true to its cultural roots as the region’s first and largest fast-fashion Saudi streetwear brand.
