The Brand

nif-ty [nif-tee]

adjective, -ti•er, -ti•est, noun, plural -ties. Informal .
–adjective

1. Attractively stylish or smart: a nifty new dress for Easter.
2. Very good; fine; excellent: a nifty idea.

Tee [tee]
–noun
1. T-shirt

Nifty + tee = Niftee ; a combination of luxurious, sophisticated, attractively stylish, collectible, handmade limited edition apparel and accessories.

With simple silhouettes, vivid palettes, modern graphic elements and intricate details, Niftee managed to establish a highly recognizable signature aesthetic.

As Niftee’s world expands, its approach to the everyday is evident in every category it carries, from t-shirts to tops, jumpsuits, silk dresses, personalized cashmere blankets and shawls.

The History

It all started in 2007, when Aljoud Lootah was required to work on a graduation project at college which would display her skills in graphic design. With a passion for arts and fashion, Aljoud chose to establish a fashion with a desire to combine both in order to create something different.

She did a little bit of market research and found a definite demand in for what she planned to work on. She started out by choosing a brand name: "Niftee" then designed the corporate identity and worked on developing a concept for a collection of t-shirts. Her debut t-shirt collection in exotic shades of aubergine, sapphire and topaz was a combination of modern illustrations and traditional embroidery; when both were combined, they would form a shape that is usually found on the traditional dresses worn by women in the UAE. Given the immediate reaction from her family, friends, fellow students, instructors at college, how everyone was so impressed by the quality, creativity, how fashion-forward the tees were, and with orders streaming in, Aljoud decided to take it more seriously and think about it as a business rather than a graduation project.

She quickly decided to design more t-shirts for ladies, and developed a complementary website and packaging strategy.
Following this initial collection, Aljoud Lootah's collections have continued to gather momentum, cementing her reputation as an Emirati contemporary young designer with the future in the palm of her hand.

Niftee has also launched a line of menswear, Individualized personalized cashmere shawls and blankets, and created patterns that were printed on a plethora of silk and cotton fabrics, while overseeing every aspect of the production herself.
Since the start of Niftee in 2007, the brand was commissioned to produce items for special organizations as well as other social-conscious, pro bono work.

At the young age of 4, Niftee has managed to stand out as a leading label for well designed, iconic pieces with more to give with every season to come.