Tailored Quiet: Concrete Lands in Abu Dhabi

You know when you walk into a space and it doesn’t scream at you, but it stays with you? That’s Concrete. The Egyptian brand that’s been quietly shaping wardrobes since the late 80s has finally made its UAE debut, landing at Reem Mall in Abu Dhabi with a presence that feels grounded.

Not in a heavy, self-important way. But in the way a perfectly stitched cuff or just-right collar makes you pause. It’s the kind of elegance you don’t have to explain, which in this region, is rarer than we admit.

Image Source: Concrete

Visiting the store on a weekday, and expecting another sleek retail rollout. But what you find is something quieter. Warmer. The interiors, designed by Franco Ferrarese, avoid the cold detachment you see in so many “luxury” spaces. This wasn’t trying to be Paris. It felt like Cairo had dressed up for the Gulf, and somehow, it worked.

Concrete has always understood the art of showing up. Menswear, womenswear, and kidswear are all on offer, but the Spring/Summer 2025 collection is where things really unfold. Egyptian cotton, yes, but cut with the pace of modern life in mind. Shirts that move. Trousers that don’t beg for attention but hold it anyway. The color palette? Earthy, ambient, unbothered. Like it’s already lived a little.

And then there’s the new womenswear capsule. Subtle, thoughtful, tailored without being tight. It doesn’t pander. It simply offers. For a market that’s saturated with fast trend cycles and performative dressing, Concrete’s quiet luxury feels almost subversive. Like, here’s a silk shirt you’ll wear for five years. No logos. No declarations. Just a great shirt.

Matteo Zappalà, Concrete’s COO, put it simply: “The collections are meant to complement one another. We’re building a language across pieces. Not shouting. Just speaking clearly.” That stuck with many.

Concrete SS25 Collection; Image Source: Concrete

Because here’s the thing. In the Gulf, fashion is often a performance. And that’s not a bad thing. It’s part of the culture. But Concrete doesn’t perform. It participates. It enters the conversation without adjusting its voice.

There’s something powerful about a brand that doesn’t try to impress the room but ends up doing just that.

This isn’t about reinventing regional fashion. It’s about rooting it in something real. And in that way, Concrete’s UAE debut doesn’t feel like a launch. It feels like a natural next chapter. No spectacle. No applause needed.

Just presence.