Fashion brand 012 has emerged as a symbol ofJeddah’s identity, capturing the essence of the city through its clothing collections. The brand provides residents with a tangible representation of their love and pride for Jeddah.
Founders Raif, Naif, Hammam and Manaf Abduljawad were inspired by the passion displayed by university alumni who proudly wear apparel adorned with their alma mater’s logo.
Their vision was born as they studied abroad in the US and the four set out to create a brand that captures the spirit of Jeddah.
012’s first collection features a signature tee with a unique design of the brand’s logo that can be read in both directions, with “012” representing Jeddah’s area code and Jeddah spelled out in Arabic letters.
Building on the success of its first offering, 012 recently launched a second collection titled “A Piece of Home,” which pays homage to Jeddah’s iconic landmarks, merging the brand’s logo with the iconic Globe Roundabout, the “Accident! (Crazy Speed)” car sculpture roundabout and the Rawasheen.
“We wanted to create more than just clothing. We wanted to capture the memories and experiences that shape Jeddah’s unique character. Our collections are a way for people to take a piece of Jeddah with them wherever they go,” Naif Abduljawad said.
012 items are designed with meticulous attention to detail, ensuring both style and comfort. Looking ahead, the 012 founders envision collaborating with local artists to further enrich Jeddah’s vibrant artistic scene. By providing a platform for talented individuals, the brand aims to amplify the voices of local artists.
In addition to its commitment to artistic expression, 012 actively engages in community initiatives and sponsors the 63 Racing Team, a Jeddah-based jet ski team.
For more information about 012 and its collections, visit reppin012.com and @reppin012 on Instagram.