ABOUT

NOBLE AND FRESH IS A SAUDI STREETWEAR BRAND, ESTABLISHED IN 2014 BY THE CREATIVE DIRECTOR AND DESIGNER NAIF AL-HAIF. IT WAS ONE OF THE FIRST FEW LOCALLY ESTABLISHED BRANDS AT THAT TIME. HE’S ORIGINALLY FROM AD DIRIYAH THE OLD SAUDI CAPITAL AND THE HEART OF THE CURRENT ONE, RIYADH.

HE HAS DEVELOPED HIS PASSION FOR FASHION DURING HIS YOUTH YEARS. HE LEARNT ABOUT FAMOUS FASHION HOUSES, DESIGNERS, RUNWAYS, TRENDS, MARKETS AND TAILORING. HIS STYLE COMBINES UNIQUENESS, AND SIMPLICITY. HE STOOD OUT AMONG HIS PEERS AS THEIR FASHION ICON, PERSONAL STYLIST AND TRENDS CONSULTANT, GIVING HIM THE NICKNAME “NAF” A SHORTER MORE FABULOUS VERSION OF HIS NAME AND NOW HIS BRAND “NOBLE AND FRESH”.

THE DESIGNER HAS HIS OWN VISION OF STREETWEAR; THE BRAND FITS THAT VISION PERFECTLY. THE NAME IS A FUSION OF TWO MEANINGS, THE FIRST ONE IS “NOBLE” WHICH IS THE CORE MORAL VALUE AND BEHAVIOR ARAB GENERATIONS HAVE BEEN RAISED TO, TILL IT BECAME A HEREDITARY TRAIT AMONG THEM. THE SECOND ONE IS “FRESH” WHICH RESEMBLES THE FRESHNESS OF THE LATEST FASHION TRENDS.

NAIF IS A MAN OF CULTURE WITH A CONTEMPORARY TWIST, HE CHOSE THE TRIANGLE AS A SYMBOL FOR THE BRAND WANTING TO ADD A FINGERPRINT FROM HIS HOMETOWN. TRIANGLES REPRESENT ARCHITECTURAL HERITAGE USED TO DECORATE THE OLD MUD HOUSES OF DIRIYAH AND NAJD REGION. HE WANTS TO KEEP THE AUTHENTICITY OF HIS ORIGIN AND MERGE INTO MODERNITY. HE WANTS TO CREATE A POSITIVE IMPACT OVER THE REGIONAL CULTURE BY SPREADING CREATIVE FASHION INFLUENCE WHILST KEEPING IT SIMPLE.

NOBLE AND FRESH PRESENTS EXCLUSIVELY DESIGNED GARMENTS CARRYING SPECIAL STORIES BEHIND THEM. THEY ARE LIMITED EDITION OUTFITS WHERE STREET-MEETS-LUXURY; USING HIGH QUALITY FABRICS, TEXTILES, FINE SEWING, ARTISTIC PRINTS AND CREATIVE TYPOGRAPHY.