The ‘Unstainable’ thobe
The thobe is an islamic white garment in the Arabic Gulf region, worn by Arab men for centuries. Keeping its pristine white color is a proud tradition passed on through generations. It’s no surprise that eating while wearing a thobe can be scary, because a spin on one’s thobe is a stain on one’s pride.
Could Heinz, a global brand that encourages eating food carefree, take this opportunity to become locally relevant?
We partnered with a local tailor to create a new fabric that was sewn according to the traditional ways of the thobe. Together, we developed a nanotechnology coating that was applied directly to the yarn of the thread.
The result is a fabric that is not only stain-proof and washable, but also breathable and light - ideal for the local, extremely-high temperature.
Some awards
LYNX - Grand Prix / Culture & Context (Social Behaviour & Cultural Insight)
LYNX - Silver / Culture & Context (Market Disruption)
LYNX - Silver / Challenges & Breakthroughs (Market Disruption)
LYNX - Silver / Design (Social Behaviour & Cultural Insight)
LYNX - Bronze / PR (Consumer Goods)
LYNX - Shortlisted x 4
CLIO - Bronze / Product design
CLIO - Shortlisted x 5
CANNES - Shortlisted / Design
CANNES - Shortlisted / PR
CANNES - Shortlisted / Activation
ONE SHOW - Silver / Design
ONE SHOW - Silver / Activation
ONE SHOW - Silver / PR
ONE SHOW - Shortlisted x 7
NEW YORK FESTIVAL - Silver / Design
NEW YORK FESTIVAL - Silver / PR
NEW YORK FESTIVAL - Shortlisted x 6
NEW YORK FESTIVAL - Silver / Design
EPICA - Silver / Design
EPICA - Bronze / PR
EPICA - Shortlisted x 4
LIA - Silver / Design
LIA - Silver / Activation
LIA - Silver / Cultural insight
LIA - Silver / PR
