Concrete has made history as the official outfitter for Egypt’s largest Olympic mission. As Egyptian athletes marched into the Paris 2024 Summer Olympic Games, they were dressed in outfits that epitomised the finest in Egyptian craftsmanship and design. This milestone is not just a remarkable achievement for Concrete; it stands as a profound symbol of Egyptian pride, passion, and unwavering determination on the world’s grandest stage. To celebrate this momentous occasion, eniGma’s Farida Elserty had the opportunity to speak with Mohamed Talaat Khalifa, Concrete’s Vice Chairman & Chief Executive Officer; Matteo Zappalà, their Chief Operating Officer; and Ettore Veronese, their Art Director. The interview delved into the stories behind Concrete’s triumphs, exploring the brand’s remarkable journey, notable achievements, and exciting future aspirations.
This year, Concrete marks its 35th anniversary, celebrating a journey defined by growth, innovation, and an unyielding commitment to quality. Founded in 1989, the company has experienced a remarkable transformation from a local menswear brand into an internationally acclaimed fashion name. This anniversary isn’t just a milestone; it is a testament to the brand’s relentless pursuit of excellence and its visionary leap onto the global stage.
Concrete’s journey began with a passionate focus on men’s fashion, based on the inspiration of its inaugurator Amr El Hakim in 1989. He started with introducing a collection of casual men’s apparel centred around raw denim and cotton. The brand quickly evolved incorporating European sensibilities from Italy and expanding into premium offerings of men and children. The year 1996 marked a significant turning point for Concrete, with its acquisition by Arafa Holding, the most prominent textile and garment manufacturing group in the Middle East, led by CEO Dr. Alaa Arafa. For more than 16 years the Iron Lady Ms. Maha Hashem led and maintained the brand into another strong leap of evolvement. She relayed the heritage and strength of the brand to MTK who has continued till today the steady development and fostering of the brand identity. Another pivotal milestone for Concrete came in 2024 when Arafa Holding demerged and rebranded as Concrete Fashion Group for Commercial and Industrial Investment, ushering in a new eara of fashion excellence and international expansion.
Throughout its evolution, Concrete has remained true to its roots, embodying a contemporary masculine style that resonates with multiple generations of Egyptian men. Under the creative direction of Italian designer Ettore Veronese, Concrete has maintained its dedication to the use of the highest quality materials and craftsmanship. The brand’s precise cuts, textiles, and Su Misura services have solidified its position as a market leader in premium menswear and children’s apparel.
Concrete’s spectacular debut at the Paris 2024 Summer Olympic Games as the Official Outfitter of Egypt’s Olympic mission further underscores its dedication to innovation and unparalleled quality. The Egyptian athletes captured attention in bespoke outfits meticulously crafted by Concrete’s acclaimed Italian Art Director, Ettore Veronese. Designed with Parisian heat in mind, these ensembles feature airy, sophisticated fabrics layered with premium organic Egyptian cotton T-shirts. This fusion of comfort and elegance perfectly embodies Concrete’s commitment to delivering excellence.
Adding to the excitement, USA Today recently ranked Egypt’s Concrete-designed custom suits as the 4th best outfits at the Paris 2024 Olympic Opening Ceremony. This prestigious accolade highlights Concrete’s exceptional design prowess and cements its place as a global leader in fashion. As the Olympics unfold, Concrete continues to shine on the international stage, embodying the pinnacle of style and sophistication.
Concrete has always been at the forefront of merging traditional craftsmanship with modern design. Its evolution from a local brand to an iconic international fashion brand has been marked by a succession of significant achievements. Concrete’s role as the official outfitter for the Egyptian Olympic mission underscores its enduring legacy and commitment to excellence.
Mohamed Talaat (MTK)
Championing Concrete’s Global Vision
In the vibrant world of fashion, few stories are as compelling as that of Concrete under the leadership of Mohamed Talaat Khalifa. As the Vice Chairman and CEO of Concrete, MTK has been the driving force behind the brand’s remarkable transformation from a local menswear label to an internationally acclaimed fashion powerhouse. With Concrete’s 35th anniversary and its historic role as the official outfitter for the Egyptian Olympic mission, eniGma turned to MTK for insights on the vision, challenges, and innovations that have shaped the brand’s journey.
When MTK took on the role of CEO, his vision was clear. Drawing on over a decade of experience with top-tier British, Spanish, and Italian fashion houses, his strategic goal was to blend European fashion expertise with Concrete’s rich Egyptian heritage. “My goal was to create a progressive persona that would resonate within the Mediterranean fashion scene and eventually gain international recognition,” he explains.
The path to a career in fashion was not initially apparent for MTK. His career began in business and investments, a trajectory far from the world of haute couture. “I never imagined myself in the fashion industry,” he admits. However, his role as a financial advisor to various players in the fashion sector gave him valuable insights into manufacturing, design, and retail. So, he joined Concrete with a mission to modernise the brand while ensuring its economic sustainability and profitability.
One of the most significant milestones during MTK’s tenure has been securing the deal to dress the Egyptian Olympic mission. For five years, Concrete has aspired to be the official outfitter for Egyptian sports teams, believing in the importance of representing Egypt with the highest standards. This vision came to fruition when the Sports & Youth Ministry sought a reputable partner to honourably represent Egypt at the Olympics. “Our role in dressing Egypt’s athletic ambassadors became a fusion of sports and fashion,” MTK reflects. Concrete’s involvement in the Olympics aligns perfectly with the brand’s overall vision. “Imagine our athletes competing in outfits designed by Concrete versus those designed by Armani or Ralph Lauren,” MTK says. The Olympics were as much a competition of fashion as they were of athletic prowess.
MTK acknowledges the historical disruptions that affected the Egyptian fashion industry, which once rivaled Italian and French standards. “Securing high-quality raw materials, building brand heritage, and navigating economic obstacles were significant challenges,” he notes. “Additionally, establishing a successful fashion brand involves addressing various aspects beyond design, including visual merchandising, store architecture, and skilled sales staff,” he adds.
To stay relevant and competitive internationally, MTK has focused on assembling a diverse and talented team. “Our international team, led by Italian designer Ettore Veronese and COO Matteo Zappalà, is crucial to maintaining relevance,” he says. By combining Egyptian cultural roots with Mediterranean inspiration, Concrete continues to be at the forefront of modern fashion.
Balancing modern trends with traditional craftsmanship is another key aspect of Concrete’s approach. “We see no conflict between traditional craftsmanship and modern trends,” MTK asserts. The brand integrates timeless quality and care into contemporary styles, reflecting both heritage and current fashion sensibilities.
The partnership with the Olympics has further enhanced Concrete’s reputation. “Dressing Egypt’s Olympic team is a statement of legitimacy and ambassadorship for Egyptian fashion,” MTK reflects. Being featured in top international publications like the Financial Times and New York Times highlights Concrete’s global standing and reinforces its position as a leading fashion brand.
Matteo Zappala
Elevating Concrete to the World Stage
In a career spanning over two decades with some of the most prestigious names in luxury fashion, Matteo Zappalà has brought his expertise to Concrete, where he serves as Chief Operating Officer. With an impressive background that includes stints at Zegna, Loro Piana, Pal Zileri, and Canali, Zappalà is now at the helm of Concrete’s international expansion. His recent role in dressing the Egyptian Olympic mission marks a significant milestone, positioning the brand firmly on the global stage.
For Zappalà, the Olympic partnership is more than just a sponsorship—it’s a gateway to international recognition. “Dressing the Egyptian Olympic mission has granted Concrete the well-deserved spotlight on the global stage,” he reflects. This collaboration is pivotal, serving as a launchpad for Concrete’s steady progression into international markets. Zappalà sees the Olympics as a convergence of sports and fashion, both fields demanding perseverance and discipline, which together create a powerful synergy. “The Olympics are a key milestone for Concrete’s future,” he asserts, highlighting the significance of this event in the brand’s evolution.
The global appeal of Concrete, according to Zappalà, is fueled by several intangible yet crucial elements. “Our organisation thrives on a shared mindset, enriched by a blend of cultures that drive us forward,” he explains.
Looking to the future, Zappalà is eager to build on the success of the Olympic collaboration. “This partnership provides us with a powerful platform to communicate our brand’s values and ambitions,” he notes. The experience has demonstrated the strength of teamwork and alignment, which Zappalà sees as vital for future growth. “It’s a testament to our ability to come together and achieve our goals, paving the way for continued international success,” he says.
Zappalà’s initial reaction to Concrete’s involvement in the Olympics was one of immense pride. “It was a journey we embarked on together, and it underscores the power of collective effort,” he asserts.
Managing an international brand like Concrete comes with its challenges. Zappalà emphasises the importance of maintaining balance. “Our goal is to become ‘glocal’—to remain true to our roots while adapting to international markets,” he notes. This approach ensures that Concrete can expand globally without losing its unique identity.
Adapting Italian design philosophy to different markets is another key aspect of Zappalà’s role. “As Italians, we have a natural inclination towards merging aesthetics with functionality,” he explains. This philosophy allows Concrete to adapt to various markets while preserving its core values. “Our designs, colours, and fabrics are constantly evolving to meet global trends and customer preferences,” he adds.
Strategic brand development at Concrete involves a deep understanding of the brand’s origins and its future trajectory. “Knowing our roots is essential for building a compelling brand narrative,” Zappalà says. This understanding helps in connecting with customers and shaping the brand’s story in a meaningful way.
Zappalà takes pride in Concrete’s innovations, particularly in fabric and design. “One of my greatest achievements is witnessing our team’s efforts in opening our Dubai showroom and developing new fabrics with Egyptian cotton,” he shares.
Looking to the future of luxury fashion, Zappalà foresees a smooth evolution rather than a revolution. “The industry will see a return to smart elegance and timeless taste,” he predicts. Concrete is poised to fit perfectly into this evolving landscape, embracing a modern yet international sense of beauty. “We have exciting plans on the horizon, and Concrete’s future is one to watch,” he concludes.
Ettore Veronese
The Artistic Vision Behind Olympic Elegance
Ettore Veronese, an acclaimed art director known for his nuanced understanding of contemporary men’s fashion, brings a distinguished flair to Concrete. With a rich history of collaboration with top Italian and international brands, Veronese’s artistic vision is a perfect match for Concrete’s ambition to blend Italian tradition with modern innovation. As Concrete outfits the Egyptian Olympic mission, Veronese’s expertise shapes a collection that stands out on the global stage.
The inspiration for the Olympic outfits began with a deep connection to the Egyptian flag. “I started with the flag’s colours—red, white, and black,” Veronese explains. These hues, symbolic of sacrifice, hope, and freedom, resonate deeply with the athletes who embody these ideals in their pursuit of excellence. “These colours represent the essential elements of sports and life, which are crucial for athletes,” he adds.
Selecting fabrics for the Olympic outfits was a meticulous process, driven primarily by performance. “Comfort and lightness were paramount,” Veronese notes. The choice of materials also focused on originality and sustainability, ensuring that the fabrics were as eco-friendly as possible. “We wanted to balance functionality with environmental responsibility,” he says.
The creative process behind the emblem and overall design was rooted in the national pride represented by the flag. “The highest banner of the nation served as our guiding element,” Veronese recounts. This inspiration was translated into a detailed graphic project, with weeks of collaborative work resulting in a design that not only honours Egypt’s heritage but also has potential for future business development.
Designing for the challenging climate of Paris required a thoughtful approach. “Paris in July is extremely hot and humid,” Veronese notes. This climatic challenge influenced the design of the garments, focusing on lightness and comfort. “Our approach was to ensure that the garments were expertly crafted to offer relief and ease in such conditions,” he explains.
Veronese’s long-standing relationship with Concrete has significantly influenced his work. “Over the past 15 years, Concrete and I have grown symbiotically,” he reflects.
The uniqueness of the Olympic outfits is marked by several distinctive elements. “The use of total white, the fabric’s structural features, and the ribbon incorporating the national flag’s colours all contribute to the outfits’ distinctiveness,” Veronese explains.
Looking ahead, Veronese envisions Concrete’s men’s collections continuing to evolve with a strong cross-national character. “Quality, tailoring tradition, experimentation, and deep communication are key,” he asserts. These elements will drive Concrete’s future, blending tradition with modernity.
The integration of contemporary and traditional elements in Concrete’s craft is vital to its identity. “The brand’s attention to both its heritage and future direction ensures that it remains relevant while honouring its history,” Veronese explains.
Sustainability is a crucial aspect of Veronese’s design process. “We incorporate sustainability from the outset, choosing materials that align with this principle,” he says. For the Olympic uniforms, this meant using organic cotton fabrics, reflecting Concrete’s commitment to environmental responsibility.
In terms of design features, Veronese takes pride in the overall balance and functionality of the Olympic uniforms. “When elements are well-balanced and follow a functional creative path, the result is always something to be proud of,” he notes.
The impact of the Olympic outfits on Egyptian fashion is significant. “Our goal was to create internationally relevant outfits that showcase Egypt’s presence on the global stage,” Veronese explains.