Designer Hatem Alakeel opens second Toby men's fashion boutique in Jeddah

"Rethinking the Saudi thobe is an awesome process for me because each time I am facing an ancient heritage from generations past," said Alakeel. "However, I believe that things must change in order to survive and the challenge is create a modern new look while retaining the elegant simplicity of the traditional thobe."

He went on to say, "Previously, the men's fashion market did not offer enough to satisfy the taste of the sophisticated customers of today and I am happy to say that by meeting their needs I have succeeded in attracting a loyal following ranging across all age groups from young fashion forward Saudis to conservative businessmen who wish to express their personal taste and individuality through wearing something that is unique and daring."

Alakeel, the King of Thobes, or the Middle Eastern Tom Ford as the media loves to call him, learned his craft and gained global experience while working with some of the most famous fashion designers in the world. Now a highly successful designer in his own right, his work is characterized by his choice of the finest fabrics, his skillful cut and his masterful attention to detail inspired by a passion for perfection.

"I chose to call my boutiques Toby because it is a name that appeals to Arabs and non-Arabs alike and expresses the masculine elegance that I seek to achieve when designing my thobes. It also expresses my aspiration to establish Toby as a premium brand with a chain of boutiques to make my thobes accessible to as many fashion followers as possible," concluded Alakeel.

Alakeel was involved on every detail in the design of the new boutique, which opens on 15th June, 2011 at Rowdah Street with a launch party that will be attended by the media and many of Alakeel's loyal customers. The launch event will display the latest line of Toby apparel that also includes the Toby sports line of gym wear and beach wear.