Youths' brand of sandals blends tradition and utility

MUSCAT, NOV 22

Three youths have reimagined the traditional Omani footwear with a touch of modernity.

Meet Yousuf bin Abdullah al Sinani, Ghassan bin Said al Athali and Hilal bin Saif al Yaarabi, who are driven by their passion to relive Oman’s footwear culture.

Today, inside the Madayn industrial area in Samayil these three have launched their brand JELD, which has a huge fan following today.

“It has been a journey...a journey we walked with a strong belief in the Almighty and in ourselves, putting all our savings and efforts to reach where we wanted to be,” said Al Sinani, the CEO of the company

“It is our mutual understanding and respect for each other that paved the way for us to reach where we are today. In partnerships, it is all about ‘first among equals’ policy where everyone's a winner,” said Al Yaarabi, head of marketing.

According to the trio, the key aspects of Omani traditional sandal making vary from the materials to the craftsmanship to the climate and the designs and so on and so forth.

While most of the materials, including the leather, are imported from different countries like China, Italy and the US. Camel and cow leather are also in use, as they are durable and have a unique character.

According to the elders, the art of making traditional Omani leather sandals, often made from camel or cow leather, is a treasured craft that blends cultural heritage with modern, practical designs.

The most important factor of production, the manpower, are mostly from India who employ their traditional techniques, hand-cutting, stitching, and shaping the leather to create unique sandals suiting the current needs of the society.

They choose trending shades that are reminiscent of Omani fortresses or patterns inspired by the ‘bisht’, a cloak worn by Omani men.

“Our sandals are first worn by us before it is pushed to the market and that is when we check its comfort and if they are suitable for various occasions, from casual outings to more formal events required by men on the move,” said Al Athali, the finance director.