About Us

 Our Story

In 2018, Saudi Arabia's abaya market was saturated with dark, repetitive designs, leaving little room for individual expression. The Untitled Project was born to break this mold, offering more than just fashion—we aimed to cultivate a movement. Our vision was to empower women not only to dress better but to feel better about who they are. We introduced a vibrant approach to traditional garments, injecting color, innovation, and sustainability into a space that craved individuality.

Our journey began with bold sketches and vibrant graphics, a daring departure from the norm. From the outset, we embraced sustainability, choosing eco-friendly materials and responsible production methods. But our commitment to positive impact extends beyond just our products. We believe in empowering our customers to make a difference with us. Through our Green Button initiative, every purchase allows shoppers to plant trees, reinforcing our community’s ability to do good while looking good.

In 2020, we took a deeper dive into understanding women’s unique styles in the Gulf region. Drawing inspiration from personality tests like the MBTI, we developed style categories that reflect our customers' diverse preferences. At TUP, we believe that confidence is key—when you wear The Untitled Project, you wear confidence. With the unwavering support of our TUP Lovers, we’ve flourished, continuously proving that creativity and dedication can change the way we view fashion.