The story of Tamashee is one of collaboration, culture, compatibility and colour. Two Emiratis, Mohammad Kazim and Ali Al Youha, along with Priya Amarsy, Muneera Al Tamimi and Amine Mamlouk, all expatriates living in Dubai, have come together to reinvent the Zbairiya — the classic Arabian Gulf sandal.
The team members come from diverse professional backgrounds but insist that everybody is part of everything. "We complement and inspire each other. If everyone perfected something in silos, I don’t think we would be where we are right now," says Al Youha, who has worked in private equity and is now involved in start-ups.
Kazim, who has worked in health-care operations and is now involved in start-ups, says: "The actual Arabian sandal got lost over time. We, however, saw that it can be worn on an everyday basis, whether you’re in jeans or a skirt, or abaya or a kandora."
The Zbairiya, however, needed some tweaks before it could be seen as compatible with today’s world. Saudi multimedia design and branding specialist Al Tamimi points out that people have tried to modernise the classic sandal before Tamashee. "But what they usually do is take the old one as is and add a different sole. What intrigued me about Tamashee was that we were going to take it from a completely different direction. We were modernising it from the smallest thread to the choice of leather," she adds.
Amarsy, who is Canadian and has a background in shoe design, says she liked the idea of bringing culture back and making tradition cool again: "The Zbairiya is an incredible handmade and intricately constructed piece. I was eager to master its design and refresh its appeal to make it compatible with today’s world."
The Tamashee sandal’s shape has been adjusted and is more fitted now. It has been given a sole for durability. Comfort was a big issue with the original Zbairiya, as it caused back and joint aches. Padding and a small heel have been added to the Tamashee sandal. The leathers used are high-end and more colourful.
The local has been made compatible with the world. Kazim says: "People can, by wearing this, say — ‘hey, I’m Khaleeji. It’s fashionable, it fits with my clothes, and this is where I’m from’."
Compatibility plays a big part. Tamashee is guided by three social principles — preserving identity, representing culture and colouring lives. The last point highlights the project’s commitment to increasing awareness about people with Down Syndrome.
Mamlouk, who is Lebanese and works in private equity, adds: "We wanted to combine our interests in doing something enterprising with our interests in community service." Although they didn’t disclose their initial investment, the team says it is funding Tamashee from its own pockets. Tamashee sandals, which will be available online and in high-end stores before the year ends, will be priced at between Dh1,150 and Dh1,640.
