Photo: Courtesy of Ra
When Reema Al Yacoub chose to walk down the streets of New York City in a dishdasha, she never thought people would stop her and ask where it was from. When it did happen, she knew she had been right – there was a gap in the market, and the former retail worker had just the right idea to counter that.
In 2016, when the second-generation Palestinian who was born and raised in Kuwait first launched her brand, it was called PM Basics – an ode to her previous project Pink Moon, one of the first multi-brand online boutiques in the Middle East. However, she soon realized that a change was necessary. Advice from friends such as Alber Elbaz, the late creative director of Lanvin, convinced her that her “all-day” capsule needed a new name. Today, the Kuwaiti brand is known as Ra, a nod to the sun god in Egyptian mythology and the first and last letters of Al Yacoub’s name.
Reema Al Yacoub
Showcasing everything from puffer bishts and oversized dishdashas to contemporary abayas, boxy muscle tees and sarouels, Ra is all about bringing traditional Arabian clothing to the modern consumer. “I was passionate about educating people on Middle East and North African fashion in the process. It always bothered me that everyone knew what a kimono is, but not a dishdasha or abaya,” says Al Yacoub. Ra combines the desire to promote regional fashion with a passion for sustainability and clothing that is truly androgynous and seasonless.
Photo: Courtesy of Ra
“I found that most of my all-time favorite wardrobe pieces are from the men’s section,” Al Yacoub continues. “I am of the belief that simple, well-cut pieces are ungendered by nature. As for the seasonless aspect, we don’t believe in trends. When you buy something you like that fits well, and makes you feel good about yourself, it’s a forever piece.” This commitment to developing a sort of uniform for everyday wear fits in with the brand’s sustainability-based design process. Not only are most pieces created with the need to fill a gap in the team’s everyday wardrobe, Ra also uses ethically sourced materials while maintaining zero waste production – all pieces are made to order and scrap material is reused. Using fabrics such as vegan leather or alpaca produced by shearing once a year in spring for the animals’ safety and welfare, Ra creates contemporary wear inspired by ancient garments.
Photo: Courtesy of Ra
For Al Yacoub, the most important part of this process are the local craftsmen working to create each garment. She hopes that through her brand, the intricacies of their work and techniques will be highlighted, while vested shares awarded to each of them ensure longevity for both sides. At the end of the process each piece is signed by the person that made it, giving an authentic human aspect to clothing. While Al Yacoub has big plans for the future – from partnering with select retailers to opening a showroom in New York – for now, customers can purchase the brand online or in person at their studio in Kuwait City.
Originally published in the June 2023 issue of Vogue Arabia
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