When compared to its bordering neighbors, Kuwait’s land surface is indeed quite small. But as we are repeatedly told, size isn’t everything, and in the tiny Gulf State’s case, the rule holds true in an intriguing way— especially in the realm of entertainment and arts.
In an increasingly digital era where the World Wide Web has become a cornerstone of existence for most human beings and cultures, talent and creativity have become the only metrics to assess a given nation’s influence and impact on the global stage, transcending the traditional constraints of geography and size. With this in mind, Kuwait appears to be the perfect example of how a country’s artistic prowess can defy physical dimensions, and homegrown label RAW Studios is slowly emerging as one of the leading protagonists putting their native homeland on the map while carving a path for fellow creatives to follow with pride.
“There’s so much to build from,” said founder Mohammed AlRashed about his place of birth and upbringing, claiming that Kuwait has a wealth of untapped talent and energy that is only waiting to be harnessed and celebrated. “There’s a creative community, and people are well educated about fashion in general; starting from my own family. I remember relatives all constantly wearing the best that they could just for themselves or even traveling just to secure specific fabrics or pieces abroad they couldn’t find here,” he continued. “I find Kuwait to be one of the best, let’s say, educated countries, when it comes to fashion, especially in the GCC. We even have people coming from the other countries of the Gulf just to shop in Kuwait and follow the trends that we are on,” AlRashed confidently told MILLE.
Often overlooked and left aside when thinking of the world’s fashion capitals, building a homemade Kuwaiti brand from scratch is an experience that requires a substantial amount of patience, dauntlessness, and entrepreneurial spirit as only a handful have ever embarked on such a journey when production systems aren’t the most cost-beneficial, manufacturing isn’t the most efficient, and at a time where global competition in the industry is particularly intense. As outsourcing labor rises as the all-encompassing answer to solving most financial challenges, AlRashed decided against all odds to birth and develop a line of clothing from the inside to prove that from design conception to final stitch and delivery, Kuwait can be self-sufficient and has what it takes to become a beacon of couture like many others aspire to become.
“We do have the tools and the power of developing a clothing line here, but only a few brands do,” AlRashed shared before recalling an experience he labels as frustrating although invigorating.
“Once on a business trip to Saudi Arabia, a boutique owner told me that I’d never be able to reach anywhere or achieve anything if I produced in Kuwait as the country is almost unheard of on the global fashion map and that no one would buy something that would say ‘Made in Kuwait’ instead of Italy or elsewhere,” pinpointing that exact interaction as the moment he decided “to challenge that whole narrative myself and put Kuwait on the map (himself).”
“We have the materials, we have the factories, we can even outsource and still have the production take place here, so what are we waiting for?” he mused.
Unapologetically Kuwaiti, Raw Studios also carries a little bit of AlRashed from within as the label stands as a reflection of himself as well as the country that nurtured his creativity and ambition. The brand, which was born in 2015 before undergoing a deep-rooted rebranding three years after its inception, aims to position itself as a pioneer on all fronts. If it is already a brand recognized for its embedded chauvinism and commitment to manufacturing on Kuwaiti soil, the label also wants to be seen and respected for its eco-consciousness and use of sustainable practices on its mission to set a new precedent for regional fashion brands.
“I wanted Raw to carry a bit of my DNA and as I personally care about the environment, I wanted that aspect to be mirrored through the brand itself— especially given the issues we’re collectively struggling to come to terms with such as global warming,” he said, speaking on the importance of aligning his personal values with the brand’s vision. “I want to contribute in my own way and help the universe somehow. By producing products and selling them worldwide, I don’t want to be a factor that would affect the environment negatively,” he confessed, stressing on his total refusal to use plastics and conceiving all garments with recycled materials instead.
What’s more, in a world where fast fashion dominates, Raw Studio identifies as a proud “slow fashion brand,” implying that it doesn’t follow any calendar in particular but rather guides itself via intuition and when it feels right to do so. “We don’t drop spring summer, we don’t drop fall or winter, we only deliver when we believe that we have something strong and well-produced in store,” AlRashed explained.
“We don’t want to over-produce, and drop three to four collections a year and end up having to find a way to not waste left over-pieces afterward,” the up-and-coming designer explained, emphasizing how the brand will only release “whenever there’s something solid to offer or when there’s a good story behind the line.”
Last month, the Kuwaiti label made its latest collection available to the public. Dubbed “Zen,” the collection, comprised of lightweight t-shirts, sleeveless quilted kimonos, oversized shirts, wide-leg trousers, silver flexible necklaces, shawls, and more, takes inspiration from a moment in life many despised while AlRashed found profound solace; namely the period of isolation detonated by COVID-19 pandemic in 2020.
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Finding strength where most found lethargy and torpor, being able to take a step back from our respective routines materialized into an opportunity to transform what could have been a monotonous period into an enriching experience for personal growth and newfound perspectives which resulted in the conceiving of “Zen.”
“During lockdown, a month passed by where I’d only be surrounded with relatives at home. I remember it as a very soothing moment in our lives as everyone’s routine just collapsed and was forced to take a step back and chill,” AlRashed recalled. “Although repetitive, I remember feeling calm and finally able to spend some quality time with myself which was a first in a long while. I felt zen as I was somewhere safe, there was a roof above my head, my family was safe, and I was fine as I had so little to be concerned about which naturally reflected itself onto my style and arguably of most of us out there,” he said.
“I’d say that it was from there that I started sketching this collection’s pieces. The idea was to translate whatever I was feeling into clothing and for anyone who would wear these pieces to feel that feeling of Zen, no matter whether they felt that during the pandemic, or over a weekend out of the country. So that’s where the collection came from.”
As quality reigns over quantity in Raw Studio’s world, with a strong focus on culture, sustainability, and innovation, it’s safe to say that the Kuwaiti brand is not just redefining fashion one collection at a time, but in fact, it is redefining the entire set of values that industry of fashion should embody in a world that craves both style and substance.
