Introduction: Where Heritage Meets Modernity
In the heart of Saudi Arabia’s evolving fashion landscape, Lomar stands as a beacon of elegance, craftsmanship, and innovation. Founded to reinvent the traditional Saudi thobe, Lomar has become synonymous with high-end luxury and modern Arab identity. By bridging heritage with cutting-edge design, the brand has transformed the thobe into a fashion-forward symbol of pride and sophistication for the 21st-century man.
Origins of a Cultural Fashion Movement
Lomar was born from a simple but powerful idea: to reimagine the traditional Saudi thobe for the modern man. The brand was co-founded by Loay Naseem, a visionary designer who wanted to disrupt the monotony of conventional thobes. What started as a personal quest for a better-fitting, more stylish garment quickly grew into a brand that challenged norms and elevated the category of traditional menswear.
Naseem, who was not originally from a fashion background, noticed a gap in the market — Saudi men desired fashion that expressed individuality without compromising on cultural roots. His innovative spirit led to a product line that married clean aesthetics with impeccable tailoring, functional cuts, and subtle luxury.
Signature Design Philosophy
Lomar’s designs are distinguished by their minimalist sophistication and emphasis on quality materials, tailored silhouettes, and modern detailing. Whether it’s contrast stitching, asymmetrical closures, hidden zippers, or sleek collars, every design element serves a purpose — combining form, function, and tradition.
The brand’s thobes are often made with high-grade Egyptian cotton, Japanese fabrics, and Italian buttons, adding a tactile sense of luxury. In Lomar’s philosophy, luxury is not defined by ornamentation, but by craftsmanship, comfort, and confidence.
Product Range: Beyond the Thobe
Though the thobe is the centerpiece of its offering, Lomar has expanded its portfolio into a full-fledged menswear lifestyle brand, offering:
- Luxury thobes with various fits: slim, classic, and bespoke
- Kandoras and dishdashas adapted for different regions in the GCC
- Shirts, trousers, jackets, and vests with Saudi-inspired design elements
- Accessories including belts, cufflinks, scarves, and footwear
- Seasonal collections featuring bold interpretations of traditional attire
This expansion reflects Lomar’s commitment to offering a complete wardrobe for the discerning Arab man — one that reflects both his cultural pride and his global sensibility.
Craftsmanship and Customization
At its core, Lomar prides itself on tailored excellence. With state-of-the-art showrooms and an advanced measurement system, Lomar has made customization a hallmark of its service. Customers can select fabric, cut, sleeve type, button style, and collar design — ensuring a truly personalized experience.
This tailoring approach is further supported by Lomar’s proprietary digital sizing technology, making it easier to order made-to-measure garments through its online platform.
Retail Experience and Flagship Stores
Lomar has created a retail experience that mirrors its design ethos — sleek, welcoming, and premium. Its flagship stores across major Saudi cities like Riyadh, Jeddah, and Khobar feature modern interiors, minimalist displays, and private fitting rooms. Each location offers a curated experience, emphasizing hospitality, discretion, and design consultation.
The brand’s website and mobile app extend this experience digitally, allowing customers to browse collections, request fittings, and track their bespoke orders with ease.
Cultural Impact and Recognition
Lomar’s influence extends beyond fashion — it has played a pivotal role in reshaping public perception of the Saudi thobe. By turning a traditional garment into a style statement, Lomar has empowered a generation of men to embrace their heritage with pride and confidence.
The brand has received accolades from both local and international fashion communities, often cited as a case study in fashion entrepreneurship in the Middle East. Loay Naseem himself was named one of the Forbes Middle East’s most influential Arabs, recognizing his role in transforming tradition into luxury.
Sustainability and Ethical Production
In recent years, Lomar has taken steps to align with sustainability trends in luxury fashion. The brand prioritizes:
- Locally sourced labor to support the Saudi workforce
- Low-waste production techniques
- Eco-conscious packaging and limited-edition releases
By doing so, Lomar is positioning itself as a responsible fashion house, balancing commercial growth with cultural and environmental stewardship.
Lomar for the Global Arab
While rooted in Saudi tradition, Lomar appeals to the global Arab diaspora. Its online platform ships internationally, and the brand regularly participates in regional fashion weeks and cultural exhibitions.
With rising interest in cultural fashion from younger Middle Eastern and North African (MENA) consumers, Lomar is seen as a flagship brand representing Arab identity in a globalized world. It champions authenticity, elegance, and modern masculinity — values that resonate far beyond Saudi borders.
Collaborations and Special Editions
Lomar occasionally collaborates with artists, calligraphers, and luxury brands to release limited-edition collections. These collaborations explore intersections of art, culture, and fashion — featuring thobes adorned with Arabic typography, geometric patterns, or heritage-inspired embroidery.
Such capsule collections have garnered attention from collectors and celebrities alike, reinforcing Lomar’s image as a trendsetting cultural brand.
Digital Evolution and E-Commerce
Lomar has successfully embraced digital transformation, offering a fully integrated e-commerce platform. Customers can:
- Explore fabric textures through high-res previews
- Use 3D fit simulations to choose the right size
- Schedule virtual fittings with stylists
- Track custom orders and reorders
With a user-friendly interface and mobile-first approach, Lomar is leading the charge in luxury digital retail in the GCC.
Brand Identity and Market Position
Lomar isn’t just a thobe brand — it’s a luxury lifestyle label that speaks to cultural confidence. The brand’s marketing avoids clichés, opting instead for campaigns that highlight professionalism, elegance, and introspection. Its visual language is often monochromatic and architectural, symbolizing strength, clarity, and purpose.
Positioned between heritage and haute couture, Lomar competes in a unique niche where very few brands reside — offering premium cultural fashion to an elite, style-conscious audience.
The Future of Lomar
As Saudi Arabia embraces Vision 2030, Lomar is poised to grow alongside the nation’s broader cultural and economic renaissance. With plans to expand into women’s fashion, modest wear, and regional collaborations, the brand is set to become a global cultural fashion ambassador.
Its future will likely include flagship stores in other GCC countries, increased international visibility, and greater digital integration — all while maintaining its core identity of luxury, tradition, and innovation.
Conclusion: A Cultural Icon in Modern Form
Lomar is more than a clothing brand — it is a movement of style and identity. By elevating the thobe to the realm of high fashion, Lomar has redefined how tradition can thrive in contemporary form. With a deep respect for culture and a bold vision for the future, Lomar is setting new standards for what it means to be stylish, Saudi, and proudly Arab.
