TUMI, the international travel, business and lifestyle accessory brand announced today Elias El-Indari, founder and curator of the men’s lifestyle portal SMF blog ( its first UAE local brand ambassador.


Elias El-Indari displays an immense love for men’s fashion, street style and Pitti Uomo, and created his blog in February 2013 with the mission to express this love of men’s fashion through imagery. Elias’ mission is to influence gentlemen who are seeking inspiration, allure and advice on how to become a well-rounded gentleman across interests including style, travel, and lifestyle.


Over the course of two years, Elias El-Indari has attracted more than 60,000 followers on social media, including (Instagram, Facebook, Twitter and Tumblr) and 40,000 blog readers (monthly, from GCC/Levant), positioning SMF to become one of the most popular men’s fashion & lifestyle blogs in the Middle East.


As TUMI’s new ‘Friend of the Brand’, Elias El-Indari will proudly represent the brand and raise TUMI’s profile in the region.


“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.