ARAB NEWS: DUBAI: Streetwear label 1886 is being stocked at Selfridges in London as part of a Saudi pop-up running at the department store until Sept. 5.

Titled “Saudi: Sky’s the Limit,” the takeover occupies the Corner Shop space at the Oxford Street store and brings together more than 20 Saudi fashion, beauty and food brands. It was created in partnership with Milaf Global, a food and beverage group owned by Saudi’s Public Investment Fund, and coincides with Selfridges’ “Dream On” creativity program.

Alongside 1886, the space carries homeware from Artfeena, fragrances from Assaf, jewelry from Jeed and wellness products from Kayanee. Lam, the Paris bakery founded by a Saudi entrepreneur, is also serving its baked goods.

Saudi brands have appeared at the store before. In June 2025, six labels made their collective debut through a two-month summer pop-up staged with the Fashion Commission.

1886 was founded in Riyadh in 2016 by Saudi entrepreneurs Fahad Al-Jomiah and Khalid Al-Jammaz, who developed the label while studying in London. Its name came from their dorm rooms, numbers 18 and 86.

“For two students living in London at that time, that was such an inspiring and creative moment,” the founders told Arab News. “Even though our background is not in fashion, we felt it was the right time to bring together our passion for music, art, urban trends and street movements into a brand that could translate our own vision as Saudis.”

The label makes joggers, hoodies, T-shirts, dresses and accessories, combining streetwear with references to Saudi youth culture. Its founders have said local streetwear was “practically absent” in the Kingdom before 2016, and that they had to overcome “a lack of trust toward local brands.”

The London launch follows the brand’s Paris debut last year, when it opened a pop-up at Galeries Lafayette Homme in August 2025, its first physical presence in the French capital.

“Bringing 1886 to Paris, the fashion capital of the world, and especially to Galeries Lafayette, is a very meaningful milestone for us,” Al-Jomiah told Arab News at the time. “It’s an opportunity to showcase a Saudi-born brand on a global stage and to share our vision for a new generation of fashion coming from the region.”