brrr° is proud to partner with Saudia, the national flag airline of Saudi Arabia, to bring our patented cooling performance fabric technology to create “The Coolest Ihram” — the first high-tech garment designed to help pilgrims stay cooler and more dry while performing the sacred Islamic rituals of Hajj and Umrah.
Developed in partnership with Landor and brrr°, Saudia introduced The Coolest Ihram during the Arabian Travel Market 2025 (ATM) in Dubai, positioning the airline at the forefront of Hajj and Umrah innovation.
Envisioned by Saudia, created by Landor, and brought to reality by brrr°, The Coolest Ihram uses our patented technology that combines natural cooling minerals, active wicking, and rapid drying to instantly draw heat and moisture away from the skin. Independent testing by third-party labs shows that brrr° fabric can reduce skin temperature by 1-2°C depending on environment and individual metabolic rate.
The Coolest Ihram also provides superior UPF sun protection, with the male garment showing a UV rating of 2,000 in independent testing, significantly higher than the standard minimum of 50.
The Coolest Ihram uses athletic-grade performance cooling technology to help pilgrims withstand extreme heat and sun, while adhering to the Islamic principles of Ihram for both men and women.
The introduction of The Coolest Ihram comes as the Kingdom prepares for Hajj and Umrah, and Saudia works to ensure a safe and successful pilgrimage season. The Kingdom aims to attract six million Hajj pilgrims and 30 million Umrah pilgrims annually by 2030, and Saudia is the leading carrier for the pilgrimages.
“At Saudia, we are committed to continuous innovation across all aspects of aviation. Our goal is to enhance the travel experience for every guest. ‘The Coolest Ihram’ exemplifies our dedication to pioneering advancements that ensure comfort and focus on what truly matters during their journey,” said Essam Akhonbay, VP Marketing at Saudia.
Patented brrr° cooling fabric technology combines the powers of natural cooling minerals, active wicking, and rapid drying to instantly and continuously draw heat and moisture away from the skin. brrr° continues to cool as long as you wear it, for more comfort even in extreme heat.
“The Coolest Ihram” will be available to Saudia guests beginning of June 2025, with further details to be announced soon.
