In the heart of Saudi Arabia, where tradition meets modernity, Loai Muhammad Naseem has emerged as a trailblazer in the fashion industry. As the founder of Lomar, he has not only reshaped the Saudi thobe but also redefined the way men express their cultural identity through fashion.
A Vision Rooted in Identity
For Loai Naseem, fashion is more than just fabric and stitches—it is a narrative, a reflection of heritage, and a tool for transformation. Lomar was born out of a simple yet powerful idea: to modernize the traditional thobe while preserving its cultural essence. His innovative approach breathed new life into Saudi attire, making it contemporary, stylish, and relevant to a new generation. One of his most iconic contributions was redefining the everyday thobe, incorporating modern cuts and unique textures while maintaining its deep cultural roots.
From Graphic Design to Fashion Revolution
Loai’s journey to revolutionizing Saudi men’s fashion did not follow a conventional path. Born in Jeddah on January 10, 1969, he initially pursued business studies but soon realized that his passion lay elsewhere. Leaving his studies behind, he explored business ventures with his father before discovering his true calling in design. In 1994, he traveled to the United States to study graphic design at the Art Institute of Houston, where his talent flourished. Winning several international awards in advertising, Loai gained a deep understanding of branding and visual storytelling—skills that would later define Lomar’s success.
The Birth of Lomar: Innovation Meets Tradition
Upon returning to Jeddah, Loai took on roles in advertising, eventually co-founding 3points Advertising Agency in 1998. But it was his frustration with the uniformity of traditional thobes that sparked an idea. Seeking a more stylish and comfortable alternative, he began designing his own thobes, enlisting the help of his wife and a tailor. What started as a personal project soon evolved into a thriving business.
By 2004, Naseem was selling custom-designed thobes from his home to over 100 clients, achieving annual sales of SR75,000 ($19,900). Recognizing the immense potential, he officially launched Lomar in 2005. Within a year, sales skyrocketed to SR1.5 million, signaling the arrival of a new era in Saudi men’s fashion.
Empowering Identity, Empowering a Generation
Lomar’s success is not just measured in numbers—it is measured in impact. By fusing modern design elements with traditional attire, Loai Naseem has empowered Saudi men to embrace their cultural heritage with confidence. His work has inspired a generation of designers to innovate while respecting their roots.
Central to Lomar’s philosophy is craftsmanship. Loai works closely with local artisans, ensuring that every thobe carries the mark of skilled craftsmanship. This commitment to quality and authenticity has earned Lomar a loyal customer base and positioned it as a leader in Saudi fashion.
A Global Spotlight
Loai Naseem’s groundbreaking vision has not gone unnoticed. Lomar has twice been featured in the Saudi Fast Growth Startup 100 List, solidifying its reputation as a market leader. His impact was further recognized when Forbes ranked him #2 on the list of Leaders Inspiring a Kingdom: Saudi Arabia's Entrepreneurial Elite in 2014, following Endeavor’s recognition of him as #1 in 2012.
His ability to stay ahead of trends while preserving cultural authenticity has placed Lomar on the global stage. Today, Lomar is more than just a brand—it is a movement that represents the evolution of Saudi fashion in the modern world.
A Legacy of Inspiration
Loai Naseem’s journey is more than a success story; it is a lesson in resilience, vision, and the power of cultural reinvention. He has shown that fashion can be a bridge between the past and the future, between heritage and innovation. His path serves as an inspiration to aspiring designers and entrepreneurs in Saudi Arabia and beyond.
As Saudi Arabia continues its transformation under Vision 2030, creatives like Loai Naseem are paving the way for a new era of design and self-expression. His story is a reminder that embracing one's heritage can be the key to unlocking a global presence.
Lomar is not just about clothing; it is about storytelling, empowerment, and cultural pride. Loai Naseem has redefined the Saudi thobe, proving that tradition and innovation can exist in harmony. For aspiring designers and entrepreneurs, his journey offers a powerful blueprint: honor your roots, embrace change, and dare to shape the future.
The future of Saudi fashion is bright, and Loai Naseem is leading the way.
