Heinz Creates The First Stain-Proof Thobe For Middle-Eastern Eaters
By Alexa Heah, 04 Oct 2022
One of the most recognizable outfits in the Middle East, the traditional white thobe, is often donned by men in the region, with every country in the Gulf having its own special variation of the robe.
According to Little Black Book, careful attention is paid when making the thobe, with specific guidelines surrounding the fabric’s fibers to how the garment is sewn.
As such, it’s a point of great pride for many men donning it, and most are known to keep spares on hand at all times in case the crisp white cloth ever gets dirtied.
Naturally, with it being so pristine, there’s always the risk of staining the garment, especially if you’re digging into a burger or hotdog with lots of ketchup.
To overcome this, Heinz has come up with an ‘Unstainable Thobe’ in collaboration with advertising agency Wunderman Thompson Dubai, allowing its customers to enjoy the best of condiments without fear.
After rounds of consultation with local tailors, textile makers, and designers, the companies have opted for an innovative fabric that promises a high-tech protective barrier that keeps stains at bay.
It certainly is impressive—by using a protective coating formed by nanotechnology, the thobe’s fibers are said to be able to ward off any liquids, allowing one to remove any semblances of stains with just a splash of water and a piece of cloth.
Even more astonishing, as the water-resistant material is said to comprise millions of silicone nano-filaments, the garment can apparently be soaked in a tub full of water but still come out dry.
There’s no doubt that with such a resilient robe, fans of Heinz in the Middle East will be able to “eat fearlessly.”
[via LBB Online and The Stable, images via Wunderman Thompson]