By Annie Cheng, Year 9
“Buy less, choose well, make it last.” - Vivienne Westwood
Fashion isn’t just about putting clothes on your body - it’s a statement, a movement, and sometimes, a revolution. For the students behind Jumeirah Luxe, it’s all three. Birthed from a Year 9 Geography project, it has evolved into something far bigger: a brand that merges sustainability, cultural heritage, and street wear into a bold vision.
Jumeirah Luxe isn’t just another hoodie on the rack. It’s carefully crafted, a fusion of Middle Eastern artistry and contemporary fashion, designed by students. And now, with the school backing the project, this vision becomes a reality. The first drop will be available for preorder at the school uniform shop - a milestone not just for the team behind the brand, but for every student who has ever dreamt of turning a classroom idea into something tangible, something real.
So, let’s talk about why this hoodie matters, and why it deserves a spot on your rack.
A problem in every closet
The fashion industry has a dirty secret - well, it’s got several. It’s responsible for more than 10% of global carbon emissions, and the industry is the second-largest consumer of water. Thanks to the influence of fast fashion, millions of bad-quality garments end up in landfills every year, barely worn, barely noticed, and nowhere near biodegradable.
Jumeirah Luxe isn’t here to become part of that terrible cycle. The team has set out to do things differently from the beginning. The hoodie bases are imported from South Korea, made with semi-recycled polyester fiber and cotton - blending durability with a reduced environmental footprint. The final designs are printed right here at home, in Malaysia, by a locally operated company, keeping production community-driven.
Every choice was intentional, from fabrics to shipment to printing. Clothing production should never make an everlasting footprint on the world. The fewer the emissions, less the waste, the more meaning it gives to an everyday product.
A style which speaks to you
Of course, none of this would matter if the hoodies weren’t something you’d actually want to wear. So Jumeirah Luxe is all about contrast. Where Middle Eastern motifs meet double-zip streetwear. Classic patterns are reimagined with fashionable cuts - it’s a hoodie that feels both familiar and fresh, design rooted in heritage yet backed by a forward-thinking team.
The design process was just as meticulous as the sourcing and sustainability work. We refined the look, ensuring that what lands in the school shop is something we’d wear ourselves. Because at the end of the day, fashion isn’t just about sustainability, it’s about self-expression and marketability too.
Project to Reality
For us, this isn’t just an academic project anymore. It’s truly happening. Pre-orders will be open in June at the school shop when the samples arrive, and it gives students the first chance ever to release their self-designed product into public hands.
I would say that this is more than just a hoodie. It’s tangible proof that students can build something real with the backing of the school. That sustainability can be more than just a buzzword in the fashion industry, that cultural heritage can be celebrated in a new, modern way.
Jumeirah Luxe is launching a product. It’s starting a conversation about sustainability too. Are you ready to be a part of it?
