UAE-based eco-friendly fashion start-up The Giving Movement is planning to open five locations across Dubai.
As a first step, the brand will soon relocate from its current spot at Mall of the Emirates to a pop-up within THAT Concept store. The relocation will allow the brand to showcase its collections in a more spacious location.
This will be followed by a pop-up in The Courtyard, City Walk, launching this month and running until the end of the year.
The locations of the additional stores have yet to be revealed, but a new flagship store is scheduled to launch by the end of next year.
Founded in 2020 by Dominic Nowell-Barnes, the homegrown brand selling athleisurewear brand began exclusively in e-commerce.
The brand sells loungewear for women and children, a satin line, sleepwear, mesh and metallics, and ready-to-wear collections.
In September last year, The Giving Movement made LinkedIn’s list of top 10 UAE-based start-ups in 2022.
In March 2022, the label raised a $15 million Series A round, led by Knuru Capital along with other investors.
The start-up used the funds to develop a new category focused on baby products as well as expand its geographical presence across the GCC countries.
According to Kohan Textile Journal, the shopping habits of consumers in the Mena region are shifting. While sustainable fashion still accounts for a fraction of the $55 billion fashion market in the Middle East and North Africa, an increasing number of consumers are citing sustainability as a key factor in their purchasing decisions.
In 2021, PwC’s Global Consumer Insights Survey found that seven out of 10 Middle Eastern shoppers said they engaged in sustainable behaviours, with respondents from the region consistently outscoring global survey participants.
