#INTERVIEW: Concrete Arrives in the UAE

Since 1989, Concrete has spearheaded the contemporary fashion scene in Egypt. Now, for the first time, the brand has entered the UAE through both its online platform and a newly launched retail space at Reem Mall, Abu Dhabi. At the helm of this evolution is Matteo Zappalà, bringing with him over two decades of experience at iconic luxury houses including Zegna, Loro Piana, Pal Zileri, and Canali. As Concrete’s Chief Operating Officer, Matteo brings a global lens and strategic vision to the brand’s next chapter. In this conversation, he shares insights from his international journey, what makes Concrete distinct and how the brand is creating timeless pieces for the modern man, in the region and beyond.

Delna Mistry Anand: You’ve led major fashion houses across Europe, please tell us about the core philosophy has shaped your leadership journey so far, and how did it bring you to Concrete?

Matteo Zappalà: I’ve always believed that sharing knowledge and experiences is a form of growth. Exchanging ideas, lessons, and success stories allows you to chart the most effective course toward your goals. My journey with Concrete began with this very philosophy, collaborating, learning and approaching challenges with an open, multifaceted perspective. Beyond vision and experience, the operational frameworks and strategic processes I developed in my previous roles have been instrumental in accelerating Concrete’s transformation, from a regional gem into a globally recognized brand.

After earning a reputation in contemporary fashion in Egypt since 1989, the brand has made its UAE debut. How are you positioning it to resonate with the regional audience while staying true to its roots?

Understanding a brand’s origins is as important as imagining its future. Concrete’s Egyptian heritage is a powerful narrative that we carry forward with pride. It allows us to connect authentically with consumers, aligning the brand story with their own journeys. Today, this connection is shaped not just by design, but by the brand’s tone of voice and emotional resonance. We believe in evoking real, respectful, and inclusive moments, this authenticity is what makes Concrete stand out. Our ongoing commitment to innovation and refinement is at the heart of everything we do.

The world knows and loves Egyptian cotton. The Spring/Summer 2025 collection blends Egyptian cotton with modern tailoring, expressing what you’ve described as 'quiet luxury.' Can you elaborate on how Concrete defines this concept. 

Our philosophy is rooted in the principle that "less is more." Quiet luxury for us, means understated elegance, and refined quality that speaks mainly through craftsmanship. Every design is meticulously crafted using premium fabrics like Egyptian cotton, chosen for their comfort, durability and of course heritage. Our silhouettes are timeless, built with precision and intention. Concrete represents a lifestyle that exudes self-assuredness, personality and sophistication, through its product.

Please tell us who is the ideal Concrete customer in your eyes.

He/she is a modern global citizen, someone with a dynamic, active lifestyle who values timeless elegance. They seek a wardrobe that’s stylish, and also lends functionality.

With your entrance into the UAE market, what gaps in the regional fashion landscape are you hoping to fill?

Rather than filling a gap, we’re here as a natural evolution of a brand that’s ready for the global stage. Concrete offers something rare, premium Egyptian cotton showcased through modern, high-quality design. So in that sense, it’s more about offering a refined alternative rooted in authenticity and craftsmanship. As a homegrown brand with global ambition, we’re proud to bring this unique value proposition to the UAE.

Looking ahead, what’s your long-term vision for Concrete? 

Our heritage is deeply woven into the DNA of every collection we create. At the same time, we remain agile attuned to evolving fashion trends and consumer preferences. This balance between tradition and innovation is what drives us. We’ll continue doing what we do best: delivering high-quality lifestyle collections that resonate with the modern consumer while staying true to our brand’s roots.

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