Sacoor Brothers opens sustainable offshoot, Sacoor Blue, in Dubai


Luxury fashion retailer the Sacoor Brothers has brought its newest lifestyle concept, Sacoor Blue, to Dubai’s City Centre Deira.  

The branch is the group’s first in the emirate and second in the country, after its February opening in City Centre Al Zahia in Sharjah.  

Sacoor Blue, aimed at Gen Z shoppers, keeps sustainability top of mind.  

The store stocks A.W.A.R.E, the brand’s eco-friendly capsule collection of casual, sports, and formal apparel, exclusive to the Middle East.  

“We believe that now was the right time to launch this new concept, aimed at a demographic that is nowadays more attentive to environmental issues,” said Erica Gomes, CEO of the Sacoor Group’s Middle East division.  

“Sacoor Blue embodies sustainability as a whole, a cause that Gen Z’s value and identify with, subconsciously influencing their purchase decisions and more importantly the way they relate to a brand.  

The clothing is made with organic cotton and recyclable materials.  

“Sacoor Blue’s launch arrives at a perfect time, allowing us to completely dedicate and align all aspects of the brand from production to services, all with the intention for a more sustainable future which we are very excited about,” Ms Gomes said.  

The collection includes chino trousers, shirts, polos, coats and T-shirts, with accessories to be added shortly.  

Shoppers in the UAE aged between 18 and 24 are three times more likely to prioritise sustainability than those aged above 45, according to a recent survey of 1,000 consumers in the UAE by e-commerce analyst CNNB Solutions and market research firm YouGov.   

Sacoor Brothers intends to expand the retail footprint of Sacoor Blue across Gulf Cooperation Council countries and Malaysia over the next two years.   

Headquartered in Lisbon, Portgual, Sacoor Brothers has been operating for 31 years, with more than 100 stores across 19 countries.