Saudi Arabia’s Cooling Ihram Innovation

When Tradition Meets Harsh Climate

Every year, millions of Muslims travel to Makkah to perform Hajj and Umrah — a journey defined by faith, movement, and exposure to intense desert heat. As temperatures rise and crowds grow, heat stress has become one of the most serious risks pilgrims face.

In April 2025, Saudia, the national flag carrier of Saudi Arabia, unveiled “The Coolest Ihram”: the world’s first high-tech version of the traditional pilgrimage garment designed specifically to keep the body cooler during Hajj and Umrah. 

 
The garment was developed in collaboration with global branding agency Landor and U.S. cooling-fabric specialist brrr°, and uses patented cooling minerals, active wicking, and rapid-drying technology to help reduce skin temperature by around 1–2°C depending on conditions.  

How the Cooling Fabric Works

At the heart of this innovation is brrr°’s Triple Chill Effect™ technology. The fabric is engineered with three integrated functions:

• Cooling minerals that create an immediate and continuous cooling sensation against the skin. 
• Active wicking fibers that pull moisture away from the body for nonstop comfort. 
• Rapid drying that allows sweat to evaporate quickly, helping to lower skin temperature and keep the garment light. 

Independent lab tests cited by brrr° show that this combination can keep skin measurably cooler than standard fabrics, and Saudia reports that the Coolest Ihram can reduce skin temperature by 1–2°C while also providing strong UV protection. 

Crucially, despite the technology inside the yarn, the garment still looks and behaves like a traditional ihram, fully respecting Islamic guidelines for simplicity, modesty, and unstitched structure for men.  

Key Features of The Coolest Ihram

• Temperature reduction: Designed to lower skin temperature by approximately 1–2°C, depending on environment and activity. 
• UV protection: Offers very high UPF protection — Saudia and brrr° highlight test results showing UV ratings far beyond the typical UPF 50 benchmark.
• Moisture and sweat control: Active wicking and fast-drying fabric help keep the garment lighter and more comfortable during long hours of walking and standing.
• Breathability: Athletic-grade performance materials allow air to circulate while maintaining the expected coverage of ihram. 
• Tradition preserved: The cut, drape, and visual appearance align with the religious requirements of ihram clothing for both men and women. 
• Real-world deployment: Saudia has showcased and distributed thousands of Coolest Ihram garments at the Hajj Conference & Exhibition 2025, positioning it as a practical, not just conceptual, innovation.  

A Brand-Led Innovation in a Sacred Context

What makes the Coolest Ihram stand out is not only its cooling performance, but how it reframes innovation in a sacred context.

According to Landor, the project began as a brand-led innovation challenge: how could Saudia demonstrate its promise to “welcome the future” in a way that was deeply rooted in culture and faith? 

 
Instead of introducing more screens, apps, or digital layers, Saudia chose to innovate something very simple and symbolic — the garment every male pilgrim must wear.

This approach shifts the conversation from “technology added around the pilgrimage” to “technology woven into the pilgrimage experience itself,” without changing rituals or religious meaning. It shows how design, textile engineering, and cultural insight can meet at a single point: reducing human suffering from heat while honoring tradition.