Sustainable Athleisure Brand

About the Project

Working on a startup brand in the athleisure space was an exciting challenge that began with in-depth market research. Exploring health and wellness trends, assessing market demand, and identifying consumer preferences helped lay the foundation for the brand's concept and positioning. The storytelling and brand management strategies were designed to reflect the ethos of a sustainable, modern lifestyle. Our mission extended beyond creating a brand; we sought to embed sustainability into every aspect of its foundation, ensuring environmental responsibility and social equity. This vision guided the development of a thoughtful and ethical approach to sourcing and manufacturing.

To bring this vision to life, we embarked on a journey to explore the manufacturing landscape in China, Vietnam and Portugal. From sophisticated mega-facilities to smaller artisanal workshops, this hands-on experience offered invaluable insights into the challenges and realities of sustainable fashion. We encountered discrepancies between factory claims and practices, which underscored the complexities of ethical manufacturing. Although the brand was not launched due to the challenges posed by COVID-19, the experience was transformed into a valuable business case. I introduced this case at the American University of Sharjah, where students reinterpreted the brand concept across consecutive semesters, targeting different markets and crafting their own marketing strategies. This initiative not only showcased the potential of the project but also inspired future generations to think critically and creatively about building brands with purpose.