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.

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