DUBAI: Tucked away in Dubai’s artistic and cultural Alserkal Avenue, Saudi brand The Nou Project announced the latest re-design of its classic sneakers — the all-new ultra-low tops.
In a one-night only pop up in KAVE café, the brand’s founder, Nour Al-Tamimi, and co-designer, Basma Chidiac, announced the re-design that came in three new colorways: Grey, burgundy and navy.
“We want people to be able to walk with a statement,” Al-Tamimi told Arab News as she showed off her previous collections.
The pop up featured a 50 percent discount on all pairs, as well as two artists and a calligrapher available for buyers to customize any of the newly-bought sneakers. Tables topped with board games lined the space, while popcorn and cotton candy was also handed out to attendees.
With an environmental and sustainable mindset, the duo has invested heavily in the use of Micro Fiber material, which is also known as “Vegan Leather,” instead of actual leather. They are already known for their recycled rubber soles, a unique calling card for the edgy, homegrown brand.
Reported as the Kingdom’s first major sneaker brand, Al-Tamimi had no idea she would find such success when she started out.
“I had no idea this would become my life today,” Al-Tamimi said in a previous interview. “It’s exciting to be the first Saudi sneaker brand — that’s a milestone in itself.”
The Nou Project was launched with the aim to broaden the way art is consumed and support emerging artists by providing them with a platform to gain recognition — some of their sneakers feature striking and often thought-provoking artwork.
The new designs were created in collaboration with artists Nika Fontaine, Baron Von Fancy and Franz Klainsek who designed each pair with their unique style, ranging from street art to digital image manipulation and pop art.