The recently concluded Olympic Games in Paris were thrilling, to say the least. In the region alone, Arab athletes pulled together a total of 17 medals, with Egypt’s most talented sportspeople bringing home three medallions.
As it turns out, Egypt’s athletes didn’t just perform fantastically at the Olympics. Celebrating their nation in elegantly crafted ensembles, they also happened to be among the best dressed individuals at the Games, courtesy clothing label Concrete.
Celebrating 35 successful years this year, Egyptian brand Concrete made history this July when it became the official outfitter of Egypt’s largest Olympics mission ever. Designed by art director Ettore Veronese, these made-to-measure ensembles highlighted the colors of the Egyptian flag, sharing a very deep message with the world. “I started from the Egyptian flag and its colors red, white and black , which always, as for every nation, are inspiring for a personal path of life,” Veronese tells Vogue Arabia. “They represent the sacrifice, hope and freedom which are essential elements for athletes who make sport a profession.”
Keeping practicality in mind, Concrete’s wardrobe for the Egyptian mission at the Olympics was crafted using lightweight fabrics ideal for Parisian summers. Organic Egyptian cotton T-shirts, layered by smart ivory blazers sporting the Egypt flag and Olympics symbol kept the likes of Mohamed ElSayed, Ahmed ElGendy and Sara Ahmed cool. Delicate red, white and black stripes on the edges of jackets and trousers brought in the perfect dose of athleisure. “The selection of materials was dictated in primis by performance that fabrics must give to the athlete. Comfort in movement, lightens. Thinking about the Parisian summer, essential breathability, originality in the proposal and not least the possibility of having materials as eco-sustainable as possible,” Veronese explains.
For the uninitiated, Concrete is no stranger to the world of fashion. Three and half decades old this year, the clothing brand first began with a focus on menswear crafted primarily with raw denim and cotton. However, it wasn’t long before the label began bringing in European sensibilities from Italy, expanding to include a full range of offerings made for the lifestyles of modern, international citizens. Come 1996, Concrete joined the Arafa Holding family — the biggest textile and garment manufacturing group in the Middle East — and in 2024, demerged into Concrete Fashion Group for Commercial and Industrial Investment, ushering in a new era of fashion excellence and international expansion.
With this new era has come a stronger focus on expansion and representing the name of Egypt on a grander scale. “Concrete, for the past five years, has been intensely focusing on becoming the official fashion outfitter for all sports played in the name of Egypt, as we believe in the importance of reflecting the representation of Egyptians at the same level, if not better than other participating countries,” shares CEO Mohamed Talaat Khalifa. “Some of the sports we have partnered with include the Al Ahly football team, national handball, national basketball, golf, and squash. This was the notion we have embedded in our strategy, keeping an eye on international brands such as Armani, who dressed the national Italian teams, Ralph Lauren, who dressed the American team, and Zegna who dressed Real Madrid.”
For both Khalifa and brand COO Matteo Zappala, dressing 2024’s Olympians couldn’t have been a bigger moment of pride. “It has created the well-deserved recognition of the brand on the international scene. It is simply the gateway for Concrete to move with steady steps into the international markets,” Zappala says. “The Olympics official outfitting partnership is the normal evolution of the brand equity and sustainability of its leadership for the years. Connection in few events worldwide is able to connect with the global audience and belonging. The beauty of sports and fashion that both require perseverance, discipline and commitment and so they meet together beautifully. It is a key milestone for the future of Concrete.
On that note, Mohamed Talaat Khalifa,Matteo Zappala, and Ettore Veronese speak to Vogue Arabia about the journey behind Concrete, and its shining moment at the Paris Games.
Can you describe the creative process behind the Egyptian emblem?
Ettore Veronese: The creative process always comes from an inspiring key element, which in this case was the highest banner of a nation. This consideration has obviously been transformed into graphic suggestions which have led to a well-defined project. It took weeks of work from my team to get an optimal result.
What challenges did you face in elevating Concrete to a high-end fashion house?
Mohamed Talaat Khalifa: Wow – okay, that’s a tough one! In my view, the Egyptian fashion industry was at par with Italian and French industries till the 60s, when there was some disruption. But the heritage and aspirations remained, so in the 80s, a new wave of Egyptian brands started — yet today only few survived, and less are now strongly present.
For any brand to maintain its positioning and sustain its entity, there will be numerous challenges. Starting from the phase of securing fine raw materials – even Egyptian cotton is mostly exported, and not for local industries. Most people, when they talk fashion, they think of fashion designs and drawing sketches or haute couture. They forget all the other complementing aspects such as visual merchandizing, windows and displays, store architecture, supply chain, the manufacturing skill, proper sales staff. The fashion industry is a much bigger concept and combines a lot of other artistic and operational aspects.
How do you plan to build on this Olympic collaboration for future international endeavors?
Matteo Zappala: Having the honor and privilege to be a partner in this patriotic mission gave us the leverage to communicate powerfully with all our partners internally and externally, because this is team work and a team goal. It represents that as one, we can be strong and grow every day. This is an important demonstration of alignment and coordination which will pave our way into the future.
What role does sustainability play in your design process?
Ettore Veronese: It is always mentioned at the beginning of a creative path, and we try to understand the applicability through the choice of materials compatible with this topic. For example, for the outerwear uniforms of the Olympic athletes, we used an organic bib made in interlock and jersey structures.
How does Concrete balance between modern trends and traditional craftsmanship in its latest?
Mohamed Talaat Khalifa: At Concrete, we see no conflict. The traditional craftmanship of quality and care is a timeless way of creating modern styles and products. It is a mode of operations that we apply at all trendy styles.
What was your initial reaction when you learned about Concrete’s involvement with the Olympics?
Matteo Zappala: Pride and a sense of belonging towards a more exciting journey that we decides to take together every day. I believe in the power of collective efforts and people, which is a perfect example of what this magic combination can create.
What impact do you hope the Olympic outfits have on the perception of Egyptian fashion ?
Ettore Veronese: The outfits created for athletes are international in scope, to make you understand the presence of this nation in the world. We did not want to make a theatrical or traditional costume, but items that can be worn every day, without sacrificing on lightness and comfort.
After celebrating the success of the 2024 Olympics, Concrete is now all set for its next milestone — dressing Egypt’s athletes at the Paralympics, which kick off on August 28.
