Saudia, the national flag carrier, has unveiled a groundbreaking innovation for Hajj and Umrah pilgrims: The Coolest Ihram, described as the world’s first high-tech ihram garment designed to cool the body during the sacred rituals. 

Cooling Technology Built In

Developed in collaboration with Landor (a brand and innovation agency) and U.S. cooling-fabric specialist brrr°, the garment incorporates multiple advanced features:

• Natural cooling minerals in the fabric create a “cool-to-the-touch” effect.  
• Active wicking technology draws moisture away from the skin rapidly, helping to reduce heat buildup.  
• Rapid-drying fibers further assist in maintaining comfort in hot and humid conditions.  

Laboratory testing shows that the ihram can lower a wearer’s skin temperature by 1–2 °C, depending on environmental conditions and the individual’s metabolic rate. 

Sun Protection & Compliance

In addition to cooling, the garment provides UPF 50+ sun protection, which is a very high level of UV protection, helping shield pilgrims from the harsh sun. 

Importantly, despite its technological features, The Coolest Ihram remains fully compliant with the religious requirements of ihram for both men and women. 

Launch & Availability

Saudia officially introduced the innovation on World Creativity and Innovation Day.  The garment made its debut at the Arabian Travel Market 2025 in Dubai — highlighting Saudia’s push to lead in pilgrimage-technology. 

According to brrr°, The Coolest Ihram will be available for Saudia passengers starting in June 2025, with more detailed distribution plans to be announced later. 

Strategic Significance

This innovation comes as Saudi Arabia intensifies its efforts to modernize the pilgrimage experience. As the kingdom scales up to accommodate a growing number of pilgrims — targeting 6 million Hajj pilgrims and 30 million Umrah pilgrims annually by 2030 — Saudia is positioning itself at the forefront of innovation in religious tourism. 

Essam Akhonbay, Saudia’s Vice President of Marketing, said the project reflects the airline’s commitment to enhancing comfort and focus for pilgrims.  Mary-Cathryn Kolb, CEO of brrr°, described the collaboration as a “wonderful opportunity … to demonstrate the performance power of our fabrics.”