Why Squatwolf founders chose to ‘design for the region’ amid global athleisure boom
TORONTO: Husband and wife duo Wajdan Gul and Anam Khalid launched Squatwolf from their Dubai apartment in 2016; a decade on, the label is sold in more than 100 countries.
The recent boom in fitness and athleisure apparel has left consumers spoilt for choice. Khalid, however, is unfazed: “There is nothing like us in this region,” she said. “Lululemon is a Canadian brand, Gymshark is a British brand — they entered this market. What makes us unique is we are from here.”
The brand is a “poster child of this region,” but more importantly, it designs for the it. Gear is tested with local athletes across an 18-month cycle before anything reaches the retail shelves.
Now in its 10th year, Squatwolf has expanded significantly. From its first retail store at Dubai Mall in 2024 it now has seven locations across the UAE, Kuwait and Qatar. (Supplied)
