While this collaboration was an early celebration of Saudi National Day 2025, led by the duo Lina and Mohammed, it signifies a progressive mood that’s become a look-ahead movement of joy in Riyadh, Jeddah, Medina, and beyond. “The inspiration behind this bold statement came from a deep desire to encapsulate Saudi pride in the simplest and most powerful form,” Malaika adds. Undoubtedly, the Kingdom is set to command a spotlight in ways unseen for generations, and Saudis, with their signature patriotic reverence, know it. Yet, this T-shirt is not limited to those within KSA and its diaspora wanting a piece of home pride. “The T-shirt speaks to Saudis, yes, but also beyond. It’s about universal energy,” states Khoja. Arguably, this T-shirt is gently bold (an acknowledged oxymoron here!) because it stands up to Western misconceptions about a country that has generally been labelled as being in reverse. Placing KSA as being the future musters up the confidence and course correction that many have felt but not seen epitomised in a garment.

One of the many outstanding positives of the digital age is that visibility has increased for Gulf designers. New clientele from all continents can easily discover in pixel format (before jetting off to IRL boutiques) the talented designers within the region who are hyper-relevant for a global consumer. Two decades ago (still, perhaps?!), Western consumers wildly misunderstood the wealth of gifted designers nestled in communities across the Middle Eastern region - mistaking the accepted gold-trimmed gowns of the Beirut-quartered fashion houses as being the core offering. How wrong! 

Back in 2010, designers with Arab heritage felt in short supply across international fashion weeks (aside from outstanding works by the likes of Azzedine Alaïa, Reem Acra, Zuhair Murad, and Elie Saab) and so the glaring gap was clear. Not only is Saudi’s horizon coming into sharper focus, so too is the space and spotlight for young and established artists from the Kingdom and, indeed, the Gulf to cut through the noise in fashion and claim rightful seats at the industry’s table. Saudi-born brand Hindamme is one of the refreshing fashion houses to deliver a razor-sharp aesthetic that bridges a celebration of KSA heritage with a futureproof riff. “Yes, I do believe there has been a turning point for designers in the Gulf region. What excites me most is the exchange of ideas, stories, and perspectives that is now happening at an unprecedented scale,” Kohja remarks. “It’s a dialogue long overdue, and today, thanks to contributors across the creative industries, we are seeing this exchange amplify in ways that resonate globally.” As with most editorial matters in the Deenathe1st office, we like to define something significant with a song that captures the vibe of a moment or collaboration: “Ah, [this Saudi T-shirt] would be Ray of Light by Madonna,” Kohja responds in impressive quicktime. “It embodies tempo, optimism, and vibration, the same energy I hope comes through in our work.”

It was pointed, then, that the final show at Riyadh Fashion Week began with looks inspired by ancient rock art, petroglyphs (the earliest forms of expression across Arabia), and led into the simplicity of one T-shirt that marked a contemporary future for a country much misunderstood in the sands of time. “A single phrase on a T-shirt can transcend fashion and culture, as it speaks for itself — that Saudi is the past, present, and future, all embodied in one,” declares filmmaker and creative director, Malaika. So, let’s update the fashion history books: Saudi has a lot to share and much more to say.

Saudi Arabia Is the Future T-shirt is available at Hindamme.com for a limited period only, 350 AED / $95 USD

Lina Malaika is a multidisciplinary Saudi filmmaker and producer, artist, creative director, cultural consultant, entrepreneur, and fashion creative with over two decades in the creative industry. She is the CEO of Nisr Films and co-founder of Clay Agency. Her films have premiered at the Red Sea International Film Festival and the Saudi Film Festival.

HINDAMME is a Saudi-based luxury ready-to-wear label that draws inspiration from the fusion of Eastern and Western elements. Led by visionary Saudi designer Mohammed Khoja, the brand incorporates storytelling and the integration of identity and culture in a forward-thinking and contemporary format.

Written by a human called Philippa Morgan