Almost two years ago, a brand new name emerged on the Saudi fashion scene. Avant-Garde Ink was developed by the husband and wife partnership of Haifa Alsudairi and Abdulrahman Alanazi. While studying for her doctorate degree in London, Haifa was inspired to create the innovative brand she is currently nurturing and contributing to Saudi fashion.

Based in London, Riyadh, and Jeddah, Avant-Garde Ink is best described as an expression of an original viewpoint on urban wear for Arabs and particularly Saudis. However, Avant Garde Ink has found its way into the hearts of non-Arabs and non-Saudis with its unique attitude and high quality.

Arab News talked about the brand with its co-founder Haifa Alsudairi where she laid out the philosophy of the brand, the inspiration behind it, altruistic aspirations, and future plans of Avant-Garde Ink.

What makes Avant-Garde Ink unique?

To do justice to your question, I would like to point out that I am very proud of my fellow Saudis in regards to creating fashion brands and further business ventures, as well as becoming successful entrepreneurs. Nonetheless, in regards to our brand and urban wear, we believe what makes our brand unique is that unlike what I have seen with most Saudi and Arabic urban wear (sweatshirts, t-shirts, etc.) is that the garments or pieces used are either readymade and then the chosen design is printed on them. To me, this makes the product lazy and of bad quality. As a brand, we pride ourselves in producing items of the highest quality, thus giving our clients a somewhat bespoke service. Hence, we make sure we outsource the greatest quality fabrics of cotton to ensure great value within the softness and weight of the fabric. Only after we have found the desired fabric, then do we print on the pieces. After all the fabric pieces have been printed, then they are all sent to our tailor who modifies the individual designs into prospective t-shirts or sweatshirts. Subsequently, we are ensuring that we separate ourselves from other brands in the market by following the above steps. Also, we are ensuring the satisfaction of our customers, not just with their initial purchased garment, but also after all the required usage and washes.

How was the name chosen? In other words, what was the purpose behind this choice?

As a person who likes a laid back casual approach when it comes to styling, the brand was made within a similar ethos of being an innovative, modern, and yet edgy attitude of styling urban wear. This philosophy in styling is known as Avant-Garde. In addition to the above mentioned, we wanted to launch the brand during the Ramadan period in order to aid the millions of Islamic orphanages worldwide. Unfortunately, as any small business will tell you, we did not calculate the full aspect of both launching a brand and also undertaking a significant project as aid. Thus, we did not collect as much as we wanted for the course. Nonetheless, we are still persevering with that aim and we anticipate greater success in the future

What do you hope to convey through your designs and your brand in general?

My

anticipation is to represent an edgy way of doing Saudi fashion within a Western realm of fashion. At the same time, I hope to remain within the scope of being humble and appreciative of my cultural background.

What are influences when it comes to designing your pieces?

I would take this opportunity to foremost state that during my initial thoughts of creating a brand, I was first touched and intrigued by the lady behind the fashion house Katayoon London, Mahtab Jamali. I was taken not just by her talented manner of designing fabulous designs, but specifically the golden soul behind the brand. Accordingly, she made me fall in love with the concept that fashion isn’t just style but also a platform of bringing different people from different cultures together in a harmonious manner. I am very humbled and grateful for her influence. As a result, the influence behind our brand is creating an awareness of our beautiful culture within a fashionable and unique platform. Consequently, most of our line is within conveying and representing the pride of being a Saudi and sharing that with the rest of the world.

Do you have international cliental? Where would you say your items are more popular?

We have a vast cliental, both Saudis and non-Saudis. Surprisingly, our Saudi inspired “Desert Ballin” has been a big hit not just with our Saudi cliental, but with non-Saudis as well. This international appeal is one of the many things that have made us so happy. Other popular items have been our interpretation of the fashion powerhouse Givenchy’s flower theme, plaid sweatshirt prints, and camouflage sweatshirts all infused with our own Arabic influence. Our styles illustrate the need to translate our own unique Arabic culture within current trends.

What are some updates or any upcoming news that you can share about the brand for 2015?

We are hoping for bigger and greater things for our brand in the upcoming future. Currently, the brand is based on a unizex line, but we are hoping to diversify with a men’s wear line, and also a women’s wear line, whilst remaining true to our urban wear ethos.

Make sure to keep up with this up and coming, charitable, and original brand at @AvantGardeInk on Instagram.

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