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Etihad Airways has debuted a trio of limited edition amenity kits designed to celebrate and showcase the airline's Emirati heritage as part of the United Arab Emirates.
To develop the new kits Etihad partnered with Sougha, a social enterprise initiative which aims to preserve Emirati traditions and promote local artisans.
The new amenity kits – to be offered in Etihad's Diamond First Class, Pearl Business Class and Coral Economy cabins – feature patterns of Sadou, a colourful, intricate and centuries-old Abu Dhabi weaving craft.
The Diamond First Class kits contain exclusive products by luxury New York brand Le Labo.
The Pearl Business Class kits include all-natural products by the Athens-based Korres brand.
Even economy class passengers get a little something special with which to remember their trip.
Sougha, which translates as ‘a traveller’s gift’ in Arabic, is an initiative which seeks out skilled local men and women across the UAE and gives them a platform from which to develop and find new markets for their craft.
In introducing the new amenity kits, Etihad president and CEO James Hogan explained "We want our guests to experience the colourful and ancient culture of the UAE – a culture which is inherently part of our identity as the national airline of this diverse nation."
These patterns are based on designs traditionally used on blankets, cushions and Bedouin tents.
"These new kits not only enhance the Etihad guest experience, but are also a souvenir of the cultural traditions of this country and a way of supporting local craftsmanship."
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