The history of the thobe has long been documented throughout the ages as the official dress code for males in the Arab world. The styles might seem different from time to time but the main concept is still the same, the most important thing is comfort when it comes to any dress code. The thobe, jalabiya, dishdasha, or kandura as they’re known in the Arab world are the same but differ ever so slightly, in the way the collar is folded or the sleeves for example, but they basically hold the same concept. “Toby” by Hatem Al-Akeel is considered one of the top brands for thobes with the designer’s innovative designs that not only stay true to its original form but are modern mixed in with the classic, clean cut, sleek lines and made from the finest of fabrics that give a luxurious and comfortable feel. Toby’s founder Hatem Al-Akeel is a renowned designer known for his minimalistic approach, “The late King Faisal (of Saudi Arabia) was a pioneer when it came to fashion and integrity. It was through him that I became inspired to focus on classic elegance,” says Al-Akeel.

Toby’s latest fashion line is the Toby Life style shoot. It’s all about going back to the basics of traditional sensibility and a natural sense of elegance and preserving culture. The holy month of Ramadan is a month where comfort is an essential part of the day. The traditional thobe is the go-to item for any male headed to work, to a family gathering or simply relaxing at home. Toby has defined itself in the market for being the brand that reflects on comfort and style for any occasion. This collection is inspired by the urban arabesque lifestyle of the Toby gentleman.

Coincidentally, both Ramadan and Eid fell in summer this year, and summer is a time to relax and reenergize. Ramadan is the month of joy, reconnecting with your inner spirituality, a month of peach and serenity. Eid is one of the most joyous occasions after Ramadan as it consists of festivities and gatherings with family, friends and loved ones. What better way to truly enjoy Ramadan along with its piety than with comfortable attire. Al-Akeel has always made it his mission to create something that speaks comfort before style, “I wouldn’t design something I wouldn’t personally feel comfortable in, the comfort of my customers always comes first. This is why I chose the best fabrics in light colors for the hot summer days while keeping the details simple and minimalistic for a more relaxed feel,” says Al-Akeel.

The thobe has always symbolized comfort before anything else. Men require it to go on their daily tasks and with this understanding Al-Akeel has made it his mission to incorporate comfort with style, masculinity and elegance in his designs. The story behind the latest campaign is of the Toby gentleman’s lifestyle on a weekend retreat to gather his thoughts and recharge his energy. It is always elegant, never compromising tradition but continuing to show the contemporary side of tradition with a modem mindset.

Al-Akeel’s innovative designs always come back to his original concept “comfort.” His designs reflect upon his diverse travels and the way he is inspired by different cultures. The one thing though he agrees upon is the unnecessary need for extreme experimentation. The thobe is as traditional as it gets and his designs comprise clean and crisp lines and silhouettes not far from the original concept of the traditional cultural icon.

The collection features light-colored fabrics, simple details and sharp lines combined with the finest of fabrics presented with an emporium of fashion, fun and style. Toby’s designs are all about revolutionizing the thobe. Toby “Urban Arabesque Lifestyle” is available in Toby boutiques in Jeddah, Riyadh and while Toby stores are only in the Kingdom, it is now possible to shop at Toby from almost anywhere in the world due to the launch of the brand new e-commerce website, http://www.tobybyhatem.com/.

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