The international travel, business and lifestyle accessory brand, Tumi, announced Elias El-Indari, founder of men’s lifestyle blog “SMF”, as its first UAE brand ambassador.

Elias El-Indari founded his blog in 2013 to express his love for men’s fashion and street style through images. His mission in this field is to inspire men and advise them on how to be in line with fashion, travel and lifestyle trends. Attracting more than 60,000 followers in two years on social media, SMF is set to become one of the most popular blogs for men’s fashion and lifestyle in the Middle East.

“As an international blogger, my life is lived out of my suitcase. Inspiration never gives you any notice, so when it strikes, I need to be able to pick up my life and follow it. Often, I’m left wandering off the beaten path unsure of where my inspiration will take me. What I can be sure of is that TUMI will perfect my journey with its technological innovation and design excellence. My calling in life is to seek inspiration, and in turn inspire others. My life is carried by my TUMI,” says El-Indari.

Mirella Haddad