In 1989 Concrete was created in answer to the founder’s passionate interest in men’s fashion. What began as predominantly casual collection, with a focus on raw denim and cotton, rapidly evolved to an increasingly formal and premium offerings of both Men & Kids, as the aesthetic of the brand began to incorporate a European sensibility drawn from Italy. Concrete was acquired by Arafa holding in 1996, creating a turning point in the brand’s life under the strategic leadership of CEO, Dr. Alaa Arafa, as it became a part of the most prominent textile and garments manufacturing group of factories in the Middle East and the world. Throughout the years of its evolution, Concrete has maintained a strong sense of its original roots; the contemporary and masculine style that the brand has become synonymous with, and has appealed to multiple generations of Egyptian men which has remained a constant and valuable cornerstone of our brand. For years our clothing has been created with the highest quality materials and dedication to craftsmanship, led by our Italian designer, Ettore Veronese. Our accomplished cuts, textiles, quality and Su Misura services have resulted in Concrete becoming the longstanding market leader in the premium menswear and Kid’s apparel category, providing customers with apparel to suit every stage of their lives. We pledge to carry these standards forward as we enter a new era of the Concrete brand.
Ettore is the Italian creative and artistic soul of Concrete.
He is internationally acclaimed for his sensibility in deciphering the taste of the contemporary man.
Indeed, throughout his career, he has collaborated with some of the most prestigious Italian and international brands.
Ettore’s stylistic vision perfectly marries Concrete’s ambition to create menswear collections inspired by the Italian tradition, rich in sartorial details but at the same time innovative and modern.
Ettore’s collections have a distinctive and immediately recognizable style which perfectly match the needs and desires of the Concrete man.
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