Saudia, the national airline of Saudi Arabia, has launched a pioneering innovation for Hajj and Umrah pilgrims called “The Coolest Ihram,” also referred to as Ihram al-Abrad. Developed in collaboration with branding firm Landor and U.S.-based fabric company brrr°, the garment integrates patented cooling minerals, active moisture-wicking fibers and rapid-drying technology. According to the developers, this combination can lower skin temperature by between 1 °C and 2 °C depending on a person’s metabolism and ambient conditions.
The design also offers UPF 50+ sun protection, creating what Saudia describes as a “cool personal microclimate” for the wearer, while fully complying with the Islamic requirements of ihram clothing.
Saudia unveiled the product on World Creativity and Innovation Day, and formally introduced it during the Arabian Travel Market 2025 in Dubai, positioning itself as a leader in pilgrimage-service innovation.
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The launch comes amid broader efforts by Saudia to transform its role in serving pilgrims. For the 2025 Hajj season, the airline is not only providing flights but also positioning itself as an integrated Hajj-service provider, deploying over 11,000 frontline staff and coordinating with partners to support ground, accommodation, and other pilgrim services.
From a technical standpoint, the garment’s cooling effect is claimed to be lab-tested. brrr° says independent testing showed its fabric lowers skin temperature while continuing to operate in extreme heat, continuously drawing heat and moisture away from the skin.
According to Saudia’s branding partner Landor, more than 3,300 of these garments were distributed during the 2025 Hajj season, and the launch campaign generated over 100 million media impressions across the Gulf Cooperation Council region.
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Saudia frames the innovation as part of its contribution to Saudi Arabia’s religious tourism strategy, particularly its goal of serving 6 million Hajj pilgrims and 30 million Umrah pilgrims annually by 2030.
Observers note that by introducing a performance-fabric ihram, the airline may be creating a new product category for pilgrimage apparel, while also addressing very real health and comfort challenges associated with extreme heat during the rituals.
However, the innovation raises potential questions: while lowering surface temperature may help, real physiological benefit depends on factors like humidity, exertion and exposure time. It is unclear whether Saudia will make independent, peer-reviewed data on cooling performance publicly available, and how the logistics of laundering and reusing technical garments will be handled in the pilgrim environment.
Moreover, transitioning to technical fabric — even if religiously compliant — could spark debate among traditionalists about the changing nature of ritual attire.
This move by Saudia reflects a broader trend: as climate risks intensify and heat becomes a greater danger for pilgrims, technological adaptations are emerging alongside infrastructure upgrades (such as shade, cooling stations, and stricter permit enforcement) in managing pilgrimage safety.
