Niviour is easily one of the hardest brands to rep our region in our books. Sported by some of the entertainment industry’s most influential figures— from Palestinian-Chilean popstar Elyanna and Moroccan rapper French Montana to American professional basketball player Malik Monk, among many others— the homegrown label has quickly become a symbol of both style and cultural pride, with each drop more rooted than the other.
Marked by roomy cuts and unisex appeal, Niviour’s designs redefine who gets to wear what. For men, women, and anyone who refuses to be boxed in by labels, inclusivity isn’t just a tagline as the brand speaks to anybody embracing fluidity in fashion. Offering designs that break free from gender norms and which simultaneously celebrate individuality, from wool cardigans and blacked out track-suits to crewnecks and jackets, all grounds seem to be covered, ensuring there’s something for everyone while maintaining a bold, cohesive identity.
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Ahead of the release of their next collection, MILLE sat down with Niviour’s founder, Niveen Abalrhman, to discuss the label’s journey, learn more about the creative vision behind the brand, and what’s in store for their next chapter.
Tell us a bit about yourself.
I’m Niveen Abdalrhman, an Arab-American born and raised in New York City. I spent four formative years growing up in Nazareth, which gave me a unique perspective. That duality shaped my identity, and I’m thankful for the time I spent there, where I truly became immersed in my Palestinian heritage. Even after I moved back to New York, I carried that connection with me, which has shaped both my personal and professional journey.
My background is in performance marketing, but I always felt there was something more I was meant to pursue. Growing up in New York and watching my older brother, who was a sneaker collector, sparked my love for streetwear. Through Niviour, I’m creating something that resonates on a deeper level, merging my love for fashion with a purpose that inspires and connects our community.
What inspired the brand’s name?
It is a combination of my name, representing self, and the word saviour. NIVIOUR [niv-your]: a fulfilling life that is created, never spectated, where value is provided and sought. No saviour arrives to give you life; it is crafted in time, to the rhythm of your ambition. This message is woven into our designs, with symbolism and NYC influences creating a style that’s both subtle, wearable, and meaningful. This brand is about that journey of self, learning that sometimes, you need to be your own saviour.
What initially led you to launch your own label?
While my time in tech provided me with invaluable experience and skills, I realized early on that climbing the corporate ladder wasn’t what I wanted to do. In 2020, I made the leap, leaving my job to go all-in on Niviour. I had sketched ideas and envisioned a concept for months, but it wasn’t until I fully committed that my vision came to life. Niviour was born from a drive to create something impactful and timeless, something that speaks to those who value self-expression and purpose.
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Did you ever expect Niviour to reach such prominent figures in the entertainment industry?
Seeing Niviour on so many athletes, celebrities, and influential figures is pretty cool. For us, it’s all been organic—I’ve never paid anyone to wear the brand, and I don’t plan on it. That concept doesn’t sit right with me; if they truly like it, they’ll wear it, and I only want them wearing it if they genuinely like it.
The first time an athlete wore Niviour was back in 2020 when I first started the brand. I was in NYC, ran into Wesley Matthews, said hello, and mentioned Niviour. He instantly went on our site and bought one of everything, later that same week a client sent me the Lakers Instagram story. I opened it, and there was Wesley Matthews in a Lakers tunnel walkthrough, wearing my brand.
French Montana was in Dubai this month and wore Niviour in his Instagram birthday post, where he’s rocking our shorts. I had no idea until I opened the app and saw it. Elyanna, Enisa, Hasan Piker, Malik Monk, Max Holloway, and others have all worn Niviour, a rewarding reflection of how the designs resonate with people across different fields.
Just as amazing, though, is seeing our clients and supporters wear the brand. To us, they’re just as prominent—if not more—and their genuine love for the brand is what inspires and motivates me every single day.
How would you explain your brand’s rapid growth and success? Was there a pivotal moment or collaboration that helped push your brand’s visibility?
I wouldn’t necessarily call it “rapid.” From the outside, it may look that way, but there’s been so much behind-the-scenes effort – growth takes time, resilience, and an abundance mindset. True progress began when I realized that every step, forward or back, is part of the journey.
Success in this field is about putting yourself out there despite the risks, and if you genuinely believe in your brand, success will follow. I’m incredibly grateful for the community we’ve built, and this month marks our four-year anniversary. Seeing people connect with and love Niviour is truly what keeps me going.
Was there a pivotal moment that boosted your brand’s visibility?
The release of the Timeless Collection marked a turning point for the brand. It’s a signature design for us and was one of the first clothing designs with Arabic numerals. When we launched the first gray Timeless Hoodie, it sold out within the first 24 hours and I realized we were onto something special.
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It seems as if most of your items so far are either unisex or menswear. Could we see you branch out in the future?
Absolutely. In 2025, we’re planning to expand into womenswear and dive into more accessory pieces. Last year, we introduced a few accessories like scarves and caps, but we’re excited to offer a more diverse range. As a design studio, not just a clothing brand, we’re committed to exploring new avenues of creativity. We also have some exciting campaigns and projects in the works, so there’s a lot to look forward to.
How do your roots influence your creative process?
Being Arab and Palestinian and spending years in Nazareth profoundly shaped both my identity and my approach to Niviour. And the journey to self-empowerment and self-reliance is a core part of our brand message—being your own saviour. In many ways, this reflects a reminder that while guidance is valuable, we’re ultimately responsible for crafting our own path. That spirit of resilience and independence is at the heart of what we do.
We heard your next collection drops this Friday. Can you tell us more about it?
We’re releasing the Timeless 2.0 collection. Every time we launch Timeless collection pieces, they sell out quickly. People have been asking for neutral-colored sets, and these new pieces are designed to be versatile. And this month, we’re also celebrating our four-year anniversary– it’s an exciting time for us.
What’s in the pipeline for Niviour?
Our vision for Niviour includes expanding our in-person events to connect more with our community. Recently, we participated in the first NYC event of Between East and were honored to be featured at the Arab Conference at Harvard University. Next month, we’re thrilled to bring Niviour to Sole DXB in Dubai—a great opportunity to engage with our supporters globally. We also have some exciting projects in the works which we’re looking forward to sharing with our community.
