Congratulations to Saudia Airlines and Landor for The Coolest Ihram being shortlisted for the Cannes Lions International Festival of Creativity Award!
The Coolest Ihram began with a simple idea: how could one of the world’s largest airlines care for pilgrims beyond the flight?
The answer was a collaborative innovation to re-engineer the traditional Ihram using advanced brrr° cooling technology, just in time for the 2025 Hajj pilgrimage.
Made with our patented blend of natural cooling minerals, active wicking, and rapid drying, The Coolest Ihram with brrr° fabric helps protect pilgrims in the extreme heat and sun during one of the most physically demanding journeys on earth.
During Hajj in the middle of Saudi summer, temperatures often reach 40°C to 47°C (104°F to 117°F).
Pilgrims often struggle with overheating, dehydration, exhaustion, and more serious afflictions like sun stroke, and the only protection they have is the Ihram, which hasn’t changed in centuries.
As leaders of the world’s leading carrier for religious travel, Saudia Airlines executives knew there had to be a better way to keep passengers safe on and beyond the plane.
They worked closely with executives from Landor and brrr° scientists to rethink the Ihram.
We designed The Coolest Ihram to provide full coverage from the sun, with a specially created fabric that is lightweight, breathable, and ultra absorbent.
The moment it touches your skin, The Coolest Ihram begins drawing heat and moisture away from your body.
The active wicking technology moves moisture away, while rapid drying enhances evaporation.
The world’s first high-tech Ihram has helped thousands of pilgrims have a safer, more enjoyable religious pilgrimage during Hajj and other sacred journeys.
In addition to being shortlisted for the Cannes Lions International Festival of Creativity Award, The Coolest Ihram has also been named “Design for Good” by The One Show Merit, and it made the “D&AD” Shortlist for Product Design.
Learn more about The Coolest Ihram here.
