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Fady Alsuhaily: I would describe AL-SUHAILY as a luxury e-commerce

AL-SUHAILY is family-run and committed to handcrafting all products in England. Sourcing the highest quality materials from France and Italy. In 2018, Fady Alsuhaily and his younger brother Mason Alsuhaily began creating an ecommerce solution that would put more power and innovation in the hands of the customer.


By using emerging advancements in software such as computer aided designs, we have delivered a true luxury made-to-order enterprise ecommerce platform. All of our products are made-to-order in England, this reduces waste and allows us to remain a sustainable luxury brand.



Fady, could you tell us who you are and how did you get involved with fashion?

My name is Fady Alsuhaily, I am the founder and director of AL-SUHAILY. The first time I fell in love with fashion was when I was in secondary school. Secondary school was not very easy for me, I used to get into a lot of trouble, I was bullied at school because of my appearance, for being different and from the Middle East. The first time I ever received a compliment at school was on Mufti Day (a day when students and staff go to school in casual clothing instead of school uniform/business clothes.). Since then, I fell in love with garments, I believe that if I could make someone else feel as good as I felt on that day, when I received that compliment - then that’s a big part of my mission complete.


What do you love the most about your profession?

I love a lot of things about my profession, everything from the design process, picking out the materials, cutting the pattern, sampling the product, perfecting the product, to seeing the final product on the client. This profession also allows me to meet different types of people from all walks of life - both clients and people from the industry.


How hard has it been establishing yourself in the industry and what are some of the largest things you've faced?

It is extremely difficult establishing yourself as a brand especially in this climate where a lot of companies have been affected by Covid 19. It’s also difficult to stand out today where everyone is starting a brand, and everyone has access to social media and the internet. I find that our unique selling point of being a bespoke made-to-order service that allows our customers to customise and create their own designs, helps us stand out from the competition.


How would you describe your work to someone who has never seen it?

I would describe AL-SUHAILY as a luxury e-commerce solution that has put the power and innovation in the hands of the customer. By using emerging advancements in software such as computer aided designs, we have delivered a true luxury made-to-order enterprise e-commerce platform. This reduces material waste making us one of the most sustainable brands in the industry.


How do you keep yourself productive and retain your creative edge?

I am overall a productive person, if I feel like I have not done enough in a day my anxiety will get the better of me. Therefore, I keep myself productive by getting involved in all aspects of the business, this includes anything from marketing to creating the product. I am heavily inspired by my culture and traditions. I stay up to date with current events in the Middle East and I am inspired by the events taking place in that part of the world - this helps me retain my creative edge as events are constantly unfolding, evolving and changing every day.


What's the most important thing you want your potential clients to know about you?

We are a luxury Arabic brand specialising in bespoke leather goods, made-to-order garments, and fine jewellery. All our products are inspired by Middle Eastern culture and objects. We use the finest materials from Italy and France, and handcraft everything in England. Everything is made-to-order to reduce waste keeping us as sustainable as possible.


If you could say one thing to someone younger who looks up to you, what would you say?

It’s very difficult for me to give advice as I am still learning myself. I don’t believe that I am better than anyone else, nor is anyone better than me. We are all on the same level, learning and developing together. The only advice I can give is to surround yourself with those that inspire you to do better and to live beyond your means. Take chances and risks - they’re good because you can learn from them. I am also a big believer in manifestation - if you network with 4 millionaires you will be the next millionaire. If you network with 4 individuals with no aspirations and take a pessimist approach to life, then you will be the 5th.



What's been the biggest highlight in your career so far?

The biggest highlight of my career is releasing my most recent collection. The Babylon to Baghdad collection is inspired by Iraq's opulent but little-known history. I was born in Iraq and was brought up traditionally with Iraqi norms and values, therefore this collection was very near and dear to me. From the ancient city of Babylon in Mesopotamia to contemporary Baghdad, Iraqis have produced artistic works that have added to the world's cultural treasures. This collection is infused with this rich legacy from antiquity. There's a famous Iraqi proverb that says, 'one hand builds and the other destroys'. In this collection I aimed to build on Iraq's achievements by expressing them through fashion. Our shared history and human condition are at the heart of what we do. With a hint of London streetwear mixed with Middle Eastern traditions, we're here to showcase what we have in common. Opulence is mostly seen as a privilege enjoyed by a few. However, as Iraq's proud history shows, opulence is an intrinsic human characteristic that we can all enjoy.


What does life look like for you now and where do you see yourself in the future?

If I can describe my life in one word it would be ‘Happy’. I’m more in touch than ever with my own culture and traditions. I feel this is important as it’s helped reaffirm my identity, giving me a higher sense of worth and purpose. I believe it’s very important especially in our generation where identities are lost through the blurred lines of social expectations as well as social media expectations. There is a discourse where our generation is trying to discover what they want out of life to then be happy with life. I believe those questions are only answered once you understand your history, lineage thus identifying who you are and where you have come from. In the future I see myself integrating in the Middle East and establishing AL-SUHAILY overseas as well as at home. I will build on our collections and by taking inspiration from other Arab nations, which will help shed more light on the beauty of each nation and their contribution to the world through fashion.



Credits: 
Founder and Director: Fady Alsuhaily
Creative Director: Fady Alsuhaily
Photographer: Ajit Singh

Wardrobe Credits: 
Brand: @alsuhailyofficial
Directed by: @fadyalsuhaily
Models: @fadyalsuhaily
Photography by: @ajit_singh_photography
Location: London, England, United Kingdom


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