Can streetwear honour tradition? Saudi brand GRATTA stitches Bedouin heritage into minimalist hoodies and desert-ready designs, proving modernity doesn’t erase the past—it reimagines it. Current Archive explores how GRATTA is crafting a new fashion legacy, thread by thread.

Threads of Tradition in a Modern Loom

Streetwear may not be a genuine thing in the Middle East—or so the old narrative goes. Like many Western fashion concepts, it’s often dismissed as a cultural import without roots in the region’s socio-economic tapestry. After all, stroll through Riyadh’s Al-Batha district or Amman’s downtown souks, and you’ll see crowds draped in flowing thobes, crisp kanduras, or modest abayas—garments steeped in function and faith, not skate parks or subway graffiti. But here’s the twist: absence of history doesn’t mean absence of hunger.

Enter GRATTA, the Saudi streetwear brand rewriting the rules. Founded by 25-year-old Abdullah Hamad Al Zoman, GRATTA isn’t just slapping Arabic script on hoodies and calling it “local.” Instead, it’s mining the Middle East’s millennia-old relationship with cloth—the Bedouin weavers who turned camel hair into storm-proof tents, the Hijazi tailors who stitched gold into bridal bisht cloaks—and recoding these traditions for a generation that craves global relevance without cultural compromise.

“Streetwear here isn’t about rebellion; it’s about reimagination,” says Al Zoman. “Our customers don’t want to mimic Brooklyn or Shibuya. They want designs that respect where they’re from but don’t trap them in the past.” This ethos pulses through GRATTA’s DNA. Think relaxed joggers cut for Riyadh’s 45°C summers, embroidered with micro-patterns inspired by Najdi tribal motifs. Or oversized shirts that nod to the thobe’s modest silhouette but use moisture-wicking Egyptian cotton—a fabric choice as pragmatic as it is symbolic.

Launched just two months ago after a year of development, GRATTA rides the wave of Saudi Arabia’s Vision 2030, a national overhaul championing creativity and cultural pride. But this isn’t top-down policy masquerading as cool. It’s a grassroots shift. Young Saudis, armed with TikTok accounts and global ambitions, are demanding fashion that speaks their dual language: rooted in Arab identity but fluent in streetwear’s borderless slang.

So, forget the lazy stereotypes about camels and dunes. GRATTA’s story isn’t about “bringing streetwear to the Middle East.” It’s about proving the Middle East never needed permission to redefine it.

GRATTA: Where Scratch Meets Moonlight

The name GRATTA—Italian and Arabic for “scratch”—is a fitting starting point to decode the brand’s DNA. “It’s about friction, creation, and the raw beauty of making something from nothing,” explains founder Abdullah Hamad Al Zoman. The term nods to the tactile process of weaving threads into fabric, of etching identity into every stitch. But like the brand itself, the name holds dual meanings. Just as a scratch can carve a path, it can also polish a surface to reveal hidden brilliance—a metaphor that bleeds into GRATTA’s broader philosophy.

Enter the “moony lifestyle,” GRATTA’s celestial counterpoint to its grounded namesake. “The moon is our muse,” says Al Zoman. “It’s timeless but never static—a symbol of how we balance heritage with evolution.” Much like the lunar cycles guiding ancient Bedouin traders or Hijazi artisans timing indigo dyeing by moonlight, GRATTA’s designs orbit this duality.

This interplay between subtlety and revelation defines GRATTA’s aesthetic. “Loud logos feel foreign here,” Al Zoman notes. “In Saudi culture, meaning often lies beneath the surface. Our designs respect that.”

For GRATTA, the scratch and the moon aren’t opposites—they’re partners in a dance of tradition and reinvention. One roots the brand in the grit of craftsmanship; the other propels it toward the infinite. Together, they prove that even the simplest mark—or the softest moonlight—can illuminate a path forward.

Threads of the Past, Woven for Tomorrow

Saudi Arabia’s textile history is a tapestry of Bedouin ingenuity, for GRATTA, the history not only means museum relics; it is a blueprint for innovation. “We dissect ancestral techniques and stitch them into modern designs,” says founder Abdullah Hamad Al Zoman, pointing to the brand’s minimalist streetwear imbued with cultural motifs. A hoodie’s laser-cut pattern might echo ancient Najdi rock art.

Yet GRATTA’s reverence for heritage extends beyond aesthetics—it’s a roadmap to sustainability. Long before “eco-friendly” became a buzzword, Middle Eastern attire embodied circularity. “Durability is sustainability,” Al Zoman asserts. “Our ancestors didn’t have ‘fast fashion.’ A single thobe told a story over decades. We’re reviving that mindset.”

In a market saturated with fast fashion, GRATTA’s commitment to quality is radical. All products are crafted in Egypt, a deliberate choice rooted in the country’s renowned cotton heritage. “Egyptian cotton is the gold standard,” says Al Zoman. “But getting it right took four material iterations and relentless testing.”

This philosophy fuels GRATTA’s obsessive material testing. Fabrics endure sandpaper abrasion, repeated washes, and scorching heat simulations—a nod to both desert survival and urban wearability. By championing Egyptian cotton (a natural fibre that avoids synthetic microplastics), the brand honours regional craftsmanship. “We could’ve outsourced to Asia for lower costs,” Al Zoman admits, “but localizing production between Riyadh and Cairo cuts emissions and ensures quality.” 

Aligning with Saudi Arabia’s Vision 2030 pledge for net-zero emissions by 2060, GRATTA eyes future innovations: solar-powered factories, plant-based dyes from date palm waste. “Imagine coloring fabrics with hues extracted from local agriculture,” Al Zoman muses. For now, the brand lets craftsmanship speak louder than marketing. In a world drowning in greenwashed hype, GRATTA’s mantra is simple: “The most sustainable garment is the one you never throw away.” 

Here, heritage and sustainability aren’t trends—they’re threads in the same fabric. From Bedouin looms to Vision 2030’s clean energy goals, GRATTA stitches past and future into clothing meant to outlive seasons, proving that streetwear can honour roots while rewriting the rules.

Vision 2030: A New Era for Saudi Fashion

Saudi Arabia’s transformative Vision 2030 isn’t just a policy blueprint—it’s a cultural earthquake, and GRATTA is riding its seismic waves. Launched in 2016 by Crown Prince Mohammed bin Salman, the ambitious initiative aims to pivot the Kingdom from oil dependency to a diversified, creativity-driven economy. For GRATTA and a new generation of Saudi designers, this isn’t mere politics; it’s liberation. The plan’s emphasis on cultural preservation and empowering local talent has birthed a fashion renaissance, turning Riyadh’s design studios into incubators for global-ready brands.

“Vision 2030 isn’t just about economics—it’s a mindset shift,” says GRATTA’s 25-year-old founder. Saudi Arabia’s Fashion Commission, established under the initiative, now funds design labs, hosts Riyadh Fashion Week, and connects local brands like GRATTA with international buyers. The result? A 300% surge in homegrown fashion start-ups since 2020, per government reports.

Streetwear’s Rise in the Middle East

In Saudi Arabia, streetwear’s evolution parallels the country’s social reforms. Pre-2018, public dress codes were stricter, and self-expression through fashion was limited. Post-Vision 2030, hoodies embroidered with Arabic calligraphy or keffiyeh-patterned bucket hats have become symbols of a youth-led cultural thaw. GRATTA sits at this intersection, offering modesty-conscious designs (loose fits, extended hems) without sacrificing streetwear’s rebellious spirit.

Al Zoman notes, “Our customers want to honour their roots but also belong to a global community. Streetwear is the perfect language for that duality.”

The Middle East’s Fashion Legacy: From Robes to Runways

Long before “streetwear” made its way to the Middle East, the region’s clothing embodied both functionality and symbolism. The thobe, a flowing ankle-length garment, was designed for desert survival, its light fabric shielding wearers from scorching sun. The bisht, a ceremonial cloak adorned with gold or silver thread, signaled status and artistry. Even the keffiyeh, often misappropriated as a generic “desert scarf,” carries centuries of Palestinian and Gulf Arab identity.

GRATTA draws from this legacy. Its oversized shirts mimic the thobe’s airflow-friendly silhouette, while technical fabrics replace traditional cotton.

Building a high-end Saudi brand isn’t without hurdles. Al Zoman cites preconceived notions about Middle Eastern fashion as a key barrier. “Some still expect camels and dunes on every design. We’re proving Saudi creativity is broader,” he asserts.

Another challenge is balancing modesty with modernity. GRATTA’s solution? Versatility. “A jacket can layer over a thobe or pair with streetwear—it’s about respecting roots while inviting reinvention.”

While GRATTA positions itself as premium, it taps into streetwear’s democratic ethos. Al Zoman observes a growing overlap between luxury and streetwear among younger audiences: “They want sophistication without stuffiness—pieces that work at a café or a concert.”

More Than Clothing: Building a Cultural Legacy

GRATTA’s ambitions stretch beyond borders. Plans include expanding into European and Asian markets.

Yet amid global aspirations, the founder’s heart remains local. “Our legacy isn’t just about clothes—it’s about inspiring Saudi creatives to see their heritage as a superpower.”

GRATTA’s story mirrors Saudi Arabia’s own—a nation weaving its history into a bold, uncharted future. In every stitch, there’s a dialogue: between artisan and algorithm, desert and city, memory and possibility. As Al Zoman says, “We’re not just making clothes. We’re crafting identity.”