Saudi Arabia's national flag carrier, Saudia, unveiled "The Coolest Ihram," the first high-tech garment in the world made to keep the body cool during the Hajj and Umrah, on World Creativity and Innovation Day. This ground-breaking product, created in collaboration with Landor and brrr®, will launch at the Arabian Travel Market 2025 (ATM) in Dubai, putting Saudi Arabia at the forefront of innovation in Hajj and Umrah.
With the help of patented cooling minerals, active wicking, and quick drying, the Coolest Ihram—an invention of Saudi Arabia, Landor, and the top U.S. cooling fabric company brrr®—is able to reduce your skin temperature by 1-2°C, depending on your environment and metabolic rate.
This lab-tested, athletic-grade technology adheres to the Islamic norms of Ihram for both men and women while providing each pilgrim with a cool personal microclimate and UPF 50+ sun protection.
The launch occurs at a critical juncture as the Kingdom mobilizes efforts to guarantee a successful and safe pilgrimage season while preparing for the Hajj this summer.
Visitors from Saudi Arabia will be able to wear the "Coolest Ihram" starting in June 2025; more information will be released soon.
