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Apparel Group’s 6thstreet.com and Saudi Sensation Amy Roko launch “Khalak Asli/Stay Original” Back-to-School Campaign

Apparel group 6thstreetand saudi sensation amy roko launch khalak asli stay original back to school campaign img

6thStreet.com, the GCC’s leading e-commerce fashion and lifestyle destination under Apparel Group, is set to inspire the region’s youth with its captivating Back-to-School campaign, ‘Khalak Asli/Stay Original’ launched on the 21st July 2023. Embracing the spirit of authenticity, the campaign features a special partnership with prominent Saudi rapper and comedian, Amy Roko. 

Amy Roko’s influential persona and wide-reaching appeal to young individuals made her an ideal fit for this collaboration. With her vibrant personality and relatable content on social media platforms, Amy Roko has established a strong connection with the region’s youth. Through this partnership, 6thStreet.com aims to create a meaningful campaign that motivates and resonates with its young audience, fostering a lasting bond. The campaign’s objective is to celebrate the uniqueness of every child, encouraging them all to “stay original.” 

A highlight of the campaign is the exclusive bilingual anthem composed by Amy Roko for 6thStreet.com’s Back-to-School initiative. The anthem forms the vibrant pulse of a dynamic dance video showcasing a diverse range of Back-to-School collections from premium brands. This exciting presentation explores rhythm, style and originality, promoting an engaging and exciting shopping experience for students of all ages. 

The campaign’s product range includes Back-to-School and university essentials such as shoes, backpacks, lunch boxes, water bottles, stationery, and sought-after character and Disney merchandise. Renowned brands like Skechers, Adidas, Puma, Levi’s, Herschel Supply Co, Steve Madden, and Aldo are featured, embodying 6thStreet.com’s core values of quality and style. With over 1,200+ brands and a commitment to 100% genuine products, 6thStreet.com offers unmatched fashion options for its customers. 

Speaking about the campaign’s vision, Mr. Dharmin Ved, CEO of 6thStreet.com, emphasized, “Fashion has the transformative power to express one’s identity. Our ‘Khalak Asli’ campaign encourages young individuals to celebrate their uniqueness. Partnering with Amy Roko, who epitomizes vibrant energy and authenticity, empowers our customers to embrace their individual style as they step into a new academic year.” 

Mr. Neeraj Teckchandani, CEO of Apparel Group, acknowledged the collaborative effort behind the campaign, stating, “At Apparel Group, we are dedicated to delivering innovation,

customer satisfaction, and an exceptional retail experience. Through 6thStreet.com, this vision comes to life with a vibrant and engaging campaign. It showcases our top-tier brands and symbolizes the connection between fashion, individuality, and the joy of new beginnings as students embark on a fresh academic journey.” 

The ‘Khalak Asli/Stay Original’ campaign will be available for customers across the GCC through 6thStreet.com’s intuitive app and pioneering ‘phygital’ store in Dubai Hills Mall. This unique shopping experience combines the joys of in-store shopping with the convenience of online purchasing, catering to the evolving preferences of consumers. 

Discover the Back-to-School collection at: https://en-ae.6thstreet.com/kids.html 

Learn more about Apparel Group and its brands at: https://apparelglobal.com/en/ 

About Apparel Group LLC 

Apparel Group is a leading powerhouse in the fashion and lifestyle industry residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to thousands of eager shoppers through its 2025+ retail stores and 80+ brands on all platforms while employing over 20,000+ multicultural staff.  

Apparel Group has carved its strong presence in the GCC and expanded thriving gateways to market in India, South Africa, Singapore, Indonesia, Thailand, Malaysia, Pakistan, and Egypt. Additionally, clear strategies are in place to enter emerging markets such as Hungary and Philippines. 

Apparel Group has created an omni-channel experience, operating brands originating from the USA, Canada, Europe, Australia, and Asia. The brands include leading names in fashion, footwear, and lifestyles such as Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot, and Rituals. 

Apparel Group owes its amazing growth to the vision and guidance of its dynamic Founder and Chairwoman, Mrs. Sima Ganwani Ved, who has taken the company from strength to strength since its inception in the last two decades. 

About 6thStreet.com 

6thStreet.com is an omnichannel fashion & lifestyle destination that offers 1200+ high-street fashion & beauty brands in the UAE, KSA, Kuwait, Oman, Bahrain & Qatar. Customers can shop the latest on-trend outfits, shoes, bags, beauty essentials and accessories from international brands such as Tommy Hilfiger, Calvin Klein, Hugo Boss, Marks & Spencers, Dune London, Charles & Keith, Aldo, Crocs, Birkenstock, Skechers, Levi’s, Nike, Adidas,

L’Oreal Paris and, Inglot amongst many more. 6thStreet.com opened GCC’s first phygital store at Dubai Hills Mall; an innovative tech-led space which combines the best of both online & offline shopping with online browsing & smart fitting rooms. To complete the omnichannel experience, 6thStreet.com offers shoppers 100-day free returns, Club Apparel rewards & an option to Click & Collect.