A local brand spotlights Arab pop culture
By Huda Dabeet,
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AMMAN — A Jordanian brand called Jobedu is
promoting Arab pop culture with contemporary T-shirts and hoodies featuring street-designs
from Amman, with traces of graffiti, hip-hop culture, anime, and other topics plastered
on shirts and accessories. اضافة اعلان
The brand manufactures and distributes high-quality clothing and accessories for its local stores and increasing global audience online.
Some of Jobedu’s edgy designs are also created by local and regional designers.
“The idea was that I and my friend Michael Makdah wanted to do something fun that we enjoy doing.
We didn't decide that day that the product would be t-shirt or apparel, but we wanted it to be something that stays with people and travels with them.”
Tamer Al-Masri, Jobedu's cofounder and CEO, said in an interview with Jordan News.
Tamer Al-Masri and Michael Makdah, the other co-founder, created Jobedu in 2007 with the intent to create a brand influenced by Arab pop culture.
Models sport some of the Jobedu’s designs pictured in these undated photos. The company often promotes Jordan’s street culture art scene in its pieces. (Photos: Handouts from Jobedu)
They printed six designs on 600 T-shirts and began selling them at Souk Jara in Amman, and now Jobedu ships worldwide.
“In our first year, most of Jobedu’s designs were related to Jordan.
We wanted to reach
The Jordanian community,” Masri said.
The two wanted to explore Jordanian street culture, which was their starting point.
“When we first started people were so happy, and this meant that we were (moving) in the right direction,” he said.
The name Jobedu means “Jordan’s bedouin,” which the cofounder said was meant to reflect a grassroots approach to business.
Models sport some of the Jobedu’s designs pictured in these undated photos. The company often promotes Jordan’s street culture art scene in its pieces. (Photos: Handouts from Jobedu)
“We have all the insights to create a sustainable business (model) from bedouin life. It is a business model that fits for Jordan.
” Furthermore, he said that he learned a lot from bedouin principles and traditions, such as hospitality and resilience.
Masri said that the bedouin had meticulously planned every move they made: how far would they travel, what kind of meals they would require, and which path they would take.
Collaborating with local talent
Jobedu is known for its funky touch, and its prints the designs often feature talented locals as well as international designers on sweaters, t-shirts, posters, and other items that everyone can enjoy.
Since it started, Jobedu has been involved in the region's alternative music scene and produced CDs, supported musicians, printed their merchandise, and sold their music.
“Jobedu has created a lot of collections with local artists; we have collaborated with Jadal, Autostrad, and El Far3i, in order to explore alternative music, and to be part of their push,” Masri said.
Models sport some of the Jobedu’s designs pictured in these undated photos. The company often promotes Jordan’s street culture art scene in its pieces. (Photos: Handouts from Jobedu)
Masri added that people participate in Jobedu’s journey as well, and that the company views each customer as part of their family — a quirky group that spreads the spirit of Amman street culture to the world.
“We also want to collaborate with more designers because each designer comes with their own unique flavor, which means we can spread culture,” he said.
International ties
In 2010, Jobedu launched the “My Japanese Childhood” collection to celebrate and showcase how Jordanians are influenced by Japanese culture.
“Our childhood cartoons were all Japanese; they were made for the Japanese culture,” the CEO said.
Jobedu is also collaborating with Disney to produce items featuring some of the entertainment giant's most popular characters as their first cobranding partner in Jordan and the Middle East.
“The designs are nostalgic, and part of our identity, and in each one of us; the cartoon characters have served a purpose in our lives,” Masri said.
“The apparel company is a key player in supplying customers in the region with merchandise and products based on their childhood cartoons and favorite characters, now for the first time in Arabic,” Masri said.
Models sport some of the Jobedu’s designs pictured in these undated photos. The company often promotes Jordan’s street culture art scene in its pieces. (Photos: Handouts from Jobedu)
“Batman, Superman, and Marvel are also part of our culture.
Jobedu is the first Arab brand to become an official partner for Disney, Marvel, and others.”
To add a Jordanian touch, Jobedu adds calligraphy and other elements to clothing with age-old characters.
“Our whole point was to create a brand that people were proud of.
… we have developed the brand, and we developed a lot of designs and products.” Masri said. “We design and produce products as we go.”
“I could call Jobedu a dialogue, it’s been a consistent dialogue where we are active participants in pop culture and we reflect pop culture,” Masri said.
“We are going towards being a full lifestyle fashion brand.”
Mahmoud Adnan, a customer at Jobedu, told Jordan News that he chooses to wear products from Jobedu to support the local brands.
“I feel proud to wear a t-shirt with Arabic writing, produced by a Jordanian company,” he said.
“I feel proud when I see brands like Jobedu outside Jordan, especially in the Gulf countries.”
Adnan added that having Arabic taglines and designs printed on t-shirts reflects our culture and our street style.
Models sport some of the Jobedu’s designs pictured in these undated photos. The company often promotes Jordan’s street culture art scene in its pieces. (Photos: Handouts from Jobedu)
In addition to the national collections about Palestine and Jordan.
Jobedu’s Digital Marketing Specialist Leen Abu Qwaider told Jordan News that Jobedu's relationship with people is more than just a brand-customer interaction and it changes on a daily basis.
“Jordan is Jobedu's birthplace, by default making it a huge part of Jobedu's identity and culture.
Our first designs were all (taken from) core Jordanian pop culture, and we love that as a Jordanian brand Jobedu has connected with regional and international cultures,” Qwaider said.
‘Keeping it real’
The company was one of the first to promote Jordanian street art in Jordan It has been essential in the creation of Amman's modern street art.
“We wanted the same thing every artist … wants: keeping it real.
It’s what attracted us all to each other, them with their art and us as a brand,” Qwaider said.
Khaled Abu Shami, another customer at Jobedu said that the first time he bought from Jobedu was at the previous store in Jabal Luweibdeh.
“The first T-shirt I bought was (from the) Mulukhia Monster collection,” he said.
Additionally, Shami said that what distinguishes Jobedu from other brands is that it has unique collections with high-quality and comfy materials and creative designs, “Jobedu has unique and unrepeated collections.
It is nice to see how Jobedu is spreading in Jordan and the region, and how the brand has fans from all over the world.”
“My Japanese Childhood,” “Arab Funk,” and “Matchy Matchy” are Jobedu’s most popular collections.
And the store also promotes Palestine in “The Palestine’” collection, which creatively showcases the Palestinian cause.
Jobedu’s “Lost in Translation” collection also struck popularity by translating classic Arab sayings into English, word-for-word and then handing these translations over to foreign designers who were free to be as creative as they wanted.
The Arabic sayings included “My Situation is Almonds,” which in Arabic means “I’m doing great,” and “This Talk No Walk,” which in Arabic means “This won’t work.”
Jobedu injects a touch of humor into the brand, whether it's on T-shirts, in customer service, or in the company's overall persona.
Since its inception the company has gained a reputation as a pop-culture pillar.
And today, Jobedu is still growing, aiming for larger and greater things.
Read more Lifestyle
The brand manufactures and distributes high-quality clothing and accessories for its local stores and increasing global audience online.
Some of Jobedu’s edgy designs are also created by local and regional designers.
“The idea was that I and my friend Michael Makdah wanted to do something fun that we enjoy doing.
We didn't decide that day that the product would be t-shirt or apparel, but we wanted it to be something that stays with people and travels with them.”
Tamer Al-Masri, Jobedu's cofounder and CEO, said in an interview with Jordan News.
Tamer Al-Masri and Michael Makdah, the other co-founder, created Jobedu in 2007 with the intent to create a brand influenced by Arab pop culture.
Models sport some of the Jobedu’s designs pictured in these undated photos. The company often promotes Jordan’s street culture art scene in its pieces. (Photos: Handouts from Jobedu)
They printed six designs on 600 T-shirts and began selling them at Souk Jara in Amman, and now Jobedu ships worldwide.
“In our first year, most of Jobedu’s designs were related to Jordan.
We wanted to reach
The Jordanian community,” Masri said.
The two wanted to explore Jordanian street culture, which was their starting point.
“When we first started people were so happy, and this meant that we were (moving) in the right direction,” he said.
The name Jobedu means “Jordan’s bedouin,” which the cofounder said was meant to reflect a grassroots approach to business.
Models sport some of the Jobedu’s designs pictured in these undated photos. The company often promotes Jordan’s street culture art scene in its pieces. (Photos: Handouts from Jobedu)
“We have all the insights to create a sustainable business (model) from bedouin life. It is a business model that fits for Jordan.
” Furthermore, he said that he learned a lot from bedouin principles and traditions, such as hospitality and resilience.
Masri said that the bedouin had meticulously planned every move they made: how far would they travel, what kind of meals they would require, and which path they would take.
Collaborating with local talent
Jobedu is known for its funky touch, and its prints the designs often feature talented locals as well as international designers on sweaters, t-shirts, posters, and other items that everyone can enjoy.
Since it started, Jobedu has been involved in the region's alternative music scene and produced CDs, supported musicians, printed their merchandise, and sold their music.
“Jobedu has created a lot of collections with local artists; we have collaborated with Jadal, Autostrad, and El Far3i, in order to explore alternative music, and to be part of their push,” Masri said.
Models sport some of the Jobedu’s designs pictured in these undated photos. The company often promotes Jordan’s street culture art scene in its pieces. (Photos: Handouts from Jobedu)
Masri added that people participate in Jobedu’s journey as well, and that the company views each customer as part of their family — a quirky group that spreads the spirit of Amman street culture to the world.
“We also want to collaborate with more designers because each designer comes with their own unique flavor, which means we can spread culture,” he said.
International ties
In 2010, Jobedu launched the “My Japanese Childhood” collection to celebrate and showcase how Jordanians are influenced by Japanese culture.
“Our childhood cartoons were all Japanese; they were made for the Japanese culture,” the CEO said.
Jobedu is also collaborating with Disney to produce items featuring some of the entertainment giant's most popular characters as their first cobranding partner in Jordan and the Middle East.
“The designs are nostalgic, and part of our identity, and in each one of us; the cartoon characters have served a purpose in our lives,” Masri said.
“The apparel company is a key player in supplying customers in the region with merchandise and products based on their childhood cartoons and favorite characters, now for the first time in Arabic,” Masri said.
Models sport some of the Jobedu’s designs pictured in these undated photos. The company often promotes Jordan’s street culture art scene in its pieces. (Photos: Handouts from Jobedu)
“Batman, Superman, and Marvel are also part of our culture.
Jobedu is the first Arab brand to become an official partner for Disney, Marvel, and others.”
To add a Jordanian touch, Jobedu adds calligraphy and other elements to clothing with age-old characters.
“Our whole point was to create a brand that people were proud of.
… we have developed the brand, and we developed a lot of designs and products.” Masri said. “We design and produce products as we go.”
“I could call Jobedu a dialogue, it’s been a consistent dialogue where we are active participants in pop culture and we reflect pop culture,” Masri said.
“We are going towards being a full lifestyle fashion brand.”
Mahmoud Adnan, a customer at Jobedu, told Jordan News that he chooses to wear products from Jobedu to support the local brands.
“I feel proud to wear a t-shirt with Arabic writing, produced by a Jordanian company,” he said.
“I feel proud when I see brands like Jobedu outside Jordan, especially in the Gulf countries.”
Adnan added that having Arabic taglines and designs printed on t-shirts reflects our culture and our street style.
Models sport some of the Jobedu’s designs pictured in these undated photos. The company often promotes Jordan’s street culture art scene in its pieces. (Photos: Handouts from Jobedu)
In addition to the national collections about Palestine and Jordan.
Jobedu’s Digital Marketing Specialist Leen Abu Qwaider told Jordan News that Jobedu's relationship with people is more than just a brand-customer interaction and it changes on a daily basis.
“Jordan is Jobedu's birthplace, by default making it a huge part of Jobedu's identity and culture.
Our first designs were all (taken from) core Jordanian pop culture, and we love that as a Jordanian brand Jobedu has connected with regional and international cultures,” Qwaider said.
‘Keeping it real’
The company was one of the first to promote Jordanian street art in Jordan It has been essential in the creation of Amman's modern street art.
“We wanted the same thing every artist … wants: keeping it real.
It’s what attracted us all to each other, them with their art and us as a brand,” Qwaider said.
Khaled Abu Shami, another customer at Jobedu said that the first time he bought from Jobedu was at the previous store in Jabal Luweibdeh.
“The first T-shirt I bought was (from the) Mulukhia Monster collection,” he said.
Additionally, Shami said that what distinguishes Jobedu from other brands is that it has unique collections with high-quality and comfy materials and creative designs, “Jobedu has unique and unrepeated collections.
It is nice to see how Jobedu is spreading in Jordan and the region, and how the brand has fans from all over the world.”
“My Japanese Childhood,” “Arab Funk,” and “Matchy Matchy” are Jobedu’s most popular collections.
And the store also promotes Palestine in “The Palestine’” collection, which creatively showcases the Palestinian cause.
Jobedu’s “Lost in Translation” collection also struck popularity by translating classic Arab sayings into English, word-for-word and then handing these translations over to foreign designers who were free to be as creative as they wanted.
The Arabic sayings included “My Situation is Almonds,” which in Arabic means “I’m doing great,” and “This Talk No Walk,” which in Arabic means “This won’t work.”
Jobedu injects a touch of humor into the brand, whether it's on T-shirts, in customer service, or in the company's overall persona.
Since its inception the company has gained a reputation as a pop-culture pillar.
And today, Jobedu is still growing, aiming for larger and greater things.
Read more Lifestyle
