“Our mission is to enable the development of a thriving Saudi fashion industry, one that is sustainable and inclusive,” says Burak Cakmak, CEO of the Fashion Commission. “With the young population in Saudi increasingly tapping into international trends, what better time than now to involve consumers in this journey and share with them the importance of circulating pre-loved clothing to work towards a sustainable future for the industry?”
The last swap event organised by Saudi’s Fashion Commission in early April was held over five days and saw 7,150 items swapped between over 1,100 visitors. “Once consumers became familiar with the concept, they returned daily. We had all age ranges attending and swapping from children aged 6 years old, to parents, grandparents and seniors, some of whom came three days in a row to swap,” says Cakmak.
Fashion Commission has already planned its next swap for this November. “Saudi has a young population, the largest in GCC, and they are aligned with international trends including a rise in the understanding of circular consumption,” Cakmak says.
New as good
Arab consumers have been very interested in swapping. “What’s unusual about the Saudi consumer compared to the rest of the world, is how well they keep the products — some products being swapped are in fantastic condition, almost like new,” says Cakmak.
Cyrille Fabre, senior partner and director at consultancy Bain and Co’s, who leads on consumer products and retail in the Middle East, echoes this: “The used market is certainly developing. The swaps and the rise of The Luxury Closet’s pre-owned market are both clear examples. Partially, it reflects the concern for sustainability, but also shows the local consumers’ appetite for attractive deals. It is only in this region that you can find such a high quality pre-owned inventory. Local consumers take great care of their luxury goods and when they sell them, they tend to be in pristine condition.”
Nirvana Abdul is a Saudi fashion activist who attended the very first Swap in Riyadh, 2021. “I saw how much people enjoyed it, and how you find vintage pieces from luxury brands that you could never find in regular shops.” It encouraged her to host two of her own pre-loved fashion events. “I would say the reason pre-loved pop-ups and swap shops are attracting consumers is more because you find such beautiful pieces at a good price than due to being concerned about the environment, but it is a start, and it is helping consumers think more consciously.”
Having previously worked on swaps in Dubai in 2018 and on Saudi’s first swap in 2021, Duffy is aware that the act of swapping clothing on its own is not enough; the event needs to be both educational and experiential.
“In the region, secondhand items have typically been seen as ‘undesirable’ because they have been used before,” he says. “Swaps have been helping people flip this notion. The Gulf region has an enormous culture for giving and receiving, and swapping is about sharing, giving, receiving — so it actually fits into the traditions of the region.”
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