Saudi-based abaya label Haal Inc. — the sister label of Saudi womenswear brand Sotra — has opened its first flagship store on Rawdah Street in Jeddah, and revealed five new Abaya designs.
Haal Inc. was launched in 2010 by Sotra designers, Mariam Bin Mahfouz and Nouf Hakeem, who after almost three years of experimenting with abaya cuts and patterns, decided to open their own store and promote their own take on the traditional garment.
The brand name, Haal Inc. is inspired from the Arabic word “heil”, which means cardamom. The designers stated that “much like the distinctive taste and the timeless presence of ‘heil’ in our culture, the brand is a reflection of the same aspect of the spice.” All in all, Mahfouz and Hakeem aim to change the traditional codes of the Abaya by infusing it with bold twisted and geometric patterns, rich embellishments, and modern colors, all the while respecting its heritage,.
According to the brand’s website, Haal Inc. is also set to launch an online store soon.
