Toby boutique facilitating the conception of the first all-male store in the Kingdom. — Archive photo Hatem Alakeel dictates the ultimate Saudi male icon By Mariam Nihal Saudi Gazette JEDDAH — Thobe designer Hatem Alakeel — known for his Toby brand — launched his captivating “Blue Label” collection of men's Thobes and shirts inspired by the TAG Heuer brand at Toby's boutique at Rawdah St. on Wednesday night. Around 150 VIP guests attended the event that kicked off at 6:30 P.M. and lasted until 10:30 P.M. The Toby man said his collaboration with TAG Heuer was a bond between the traditional Thobe and the international appeal of the brand. He said he chose the luxury Swiss watchmaker due to its strong sense of quality and reliability. Toby's “Blue Label” collection is a treat for men who revel in the luxury of fine and classic taste in fashion. Alakeel said the “Blue Label” look is completed with a powerful watch like TAG Heuer, which complements the Thobe and gives an international feel to a conventional look. “I've used the fine quality Italian materials that we use for Thobes except this is thinner for T-shirts as they are lighter than the fabric used for Thobes. We have used studs and other custom-made accessories to provide an ideal look for the man who wears it,” said Alakeel. “We have something for everyone. For boys and men. For casual events to corporate events and even evening wear. We do not disregard anyone and Toby is a brand open to all,” he added. Worn and flaunted by the likes of Christian Louboutin and other fashion icons around the world, Toby has set itself apart from the generic Arabic brands in fashionable men's wear. Marriam Mossalli, founder of Niche Arabia, a luxury consulting firm, spoke with Saudi Gazette and said, “We are really honored to be the first ones to hold a TAG event in the Kingdom. We are also proud to be a part of the launch of Toby boutique facilitating the conception of the first all-male store in the Kingdom.” Guests took in fine classic timepieces by TAG and had a chance to discover the iconic Carrera mounted on the new in-house chronograph movement named 1887. Women were given a taste of TAG Heuer Formula 1, which is made of a variety of material including stainless steel, ceramic and titanium-carbide. “We are pleased to host one of our first events in Jeddah and to share our latest novelties with the Saudi and expatriate community,” said TAG Heuer's Area Sales Director, Kolia Neveux. __
