Few experiences match the emotional thrill of finding the perfect pair of jeans. With style, fit, comfort, and colour to choose from, the variety of denim available only adds to the pressure of the pursuit. What can be agreed upon though, is that regardless of the alluring options, the true treasure is finding a pair of jeans that lets you be your authentic self.

In Dubai, a city where a multitude of identities co-exist, authenticity and creativity are closely linked. Situated at the intersection of futuristic developments and a rich cultural heritage, Dubai has a complex social fabric, making diversity the city’s creative capital. For Dubai’s next generation of designers, authenticity drives them to create, and it’s likely the reason the first ever blue jean – the Levi’s 501® jeans – are their garment of choice.



“I think what you wear tells people what kind of person you are. Personally, I look for baggy pants, and the 501s that have the baggy silhouette but with a slim quality, bring out my personality,” shares Salima Alaoui, Dubai-born founder of the upcycling label, Upclusive. She brings both her Chinese and Arab heritage into her designs, and is known for her patchwork and pockets. She started Upclusive to make a statement and change how upcycling is viewed in Dubai. “People aren’t open to upcycling just yet, but there’s a huge environmental impact, so I’m hoping we’ll get there.” A common thread across the city’s youth is their passion for using their platform to disrupt what creativity can and should mean in Dubai. Part of contributing to an emerging landscape means there is no rule book, and an unconventional idea isn’t necessarily a bad one. Aj Adams, the Dubai-raised Nigerian filmmaker and founder of vintage shop, Dintage, acknowledges the same. “I try to step outside of the norm as a creator. I think it’s upon the young creators to push.”

While the structures for young innovators are still improving, there is a silver-lining – they have the freedom to shape their community to be the collaborative support system they need. Dubai’s youth have cultivated a community that remains tight-knit and urges one another to channel their individual spirit. This rings especially true for Wathek Allal, a prominent skater, on a mission to support the youth in Dubai’s burgeoning skate scene, and founder of the brand Precious Trust. “When I started skateboarding in Dubai, I was alone. Eventually, I met other skaters and they introduced me to artists, who introduced me to other creative people. They all made me feel like it was okay to try what I wanted to,” he shares. He describes his style as a skater as simple, citing self-expression and comfort as his only considerations. “Recently my style has been about trying new things, with colours especially. I’m into anything baggy, but also that preppy, tailored look. It doesn’t make sense, but it does for me. If someone doesn’t like what I’m wearing, it shouldn’t change what I’m wearing.”

The pair carry a definitive meaning for For Lina Sabry as well, the Egyptian-born, Dubai-raised founder of the highly-curated vintage archive, Reeborn Vintage. Her love for vintage is personal, and she shares that she preserves generational pieces from the women in her family. ​​“Everything I collect either inspired me when I was younger or was worn by a family member. I don’t want just anything vintage.” With Reeborn Vintage she loves that the style she inherited can inspire young girls to be themselves, especially Arab-Muslim girls. ​​“I was doing a photoshoot with a friend of mine, and she told me ‘be you’, for the longest time I haven’t heard that. ‘Just be you’”. For Aj, his shop Dintage, which is a word he created to describe the feeling of a ‘dirty or used jean’, is focused on forever fashion. He shares that including vintage Levi’s in his collection is essential. “I don’t just want to focus on what’s trending. I want you to have this piece forever.”

149 years ago, when Levi’s created the 501® jeans, they likely had no insight into the cultural spectacle the jeans would grow to become. From the trademarked red tab, to the iconic back pocket stitching, the 501s have a timeless quality that have made them a symbol of creative self-expression for generations. “What I love about Levi’s jeans is you can chuck them on and layer on anything. Everything will match that,” Salima affirms.