The recently concluded Olympic Games in Paris were thrilling, to say the least. In the region alone, Arab athletes pulled together a total of 17 medals, with Egypt’s most talented sportspeople bringing home three medallions.
As it turns out, Egypt’s athletes didn’t just perform fantastically at the Olympics. Celebrating their nation in elegantly crafted ensembles, they also happened to be among the best dressed individuals at the Games, courtesy clothing label Concrete.
Celebrating 35 successful years this year, Egyptian brand Concrete made history this July when it became the official outfitter of Egypt’s largest Olympics mission ever. Designed by art director Ettore Veronese, these made-to-measure ensembles highlighted the colors of the Egyptian flag, sharing a very deep message with the world. “I started from the Egyptian flag and its colors red, white and black , which always, as for every nation, are inspiring for a personal path of life,” Veronese tells Vogue Arabia. “They represent the sacrifice, hope and freedom which are essential elements for athletes who make sport a profession.”
Keeping practicality in mind, Concrete’s wardrobe for the Egyptian mission at the Olympics was crafted using lightweight fabrics ideal for Parisian summers. Organic Egyptian cotton T-shirts, layered by smart ivory blazers sporting the Egypt flag and Olympics symbol kept the likes of Mohamed ElSayed, Ahmed ElGendy and Sara Ahmed cool. Delicate red, white and black stripes on the edges of jackets and trousers brought in the perfect dose of athleisure. “The selection of materials was dictated in primis by performance that fabrics must give to the athlete. Comfort in movement, lightens. Thinking about the Parisian summer, essential breathability, originality in the proposal and not least the possibility of having materials as eco-sustainable as possible,” Veronese explains.
For the uninitiated, Concrete is no stranger to the world of…
