Launching a business is no easy feat. But for Gauri Sarma, building a sustainable UAE fashion brand meant turning textile waste into stylish opportunity.
Gauri is the founder of BeAthletica, a homegrown athleisure label with a green twist. Her brand sources deadstock fabric—leftover materials discarded by garment factories. These unused textiles, sourced from the UAE, India, and China, now form the heart of her collections.
“The idea started by sourcing fabric from deadstock yards,” Gauri explained. “We launched our first line last December and haven’t looked back.”
BeAthletica’s mission remains clear. It aims to keep most upcoming styles made entirely from reclaimed materials. This circular approach also helps Gauri price her items competitively, with most pieces costing under AED 300.
That’s a big advantage in today’s athleisure market. As shoppers seek both function and fashion, affordability often wins. Luxury brands may dominate the scene, but BeAthletica carves its niche with mindful pricing and bold design.
“The shipping and local manufacturing costs are high,” said Gauri. “But the low cost of deadstock helps us stay competitive.”
Her fashion background also fuels the brand’s creativity. Gauri studied Fashion Management at the London College of Fashion and previously worked at luxury e-retailer Ounass.
Interestingly, the brand’s biggest challenge—fabric colors—has become a strength. “Deadstock often includes bold, tricky colors like neon pink or lime green,” she said. “These shades don’t usually sell in bulk.”
However, those very colors now lead in sales. This surprise success encourages BeAthletica to push design boundaries even further.
In a booming athleisure market, BeAthletica offers something unique. It’s stylish, affordable, and committed to purpose. As a sustainable UAE fashion brand, it’s gaining loyal fans by doing fashion differently.
And as Gauri looks ahead, she plans to keep growing the sustainable UAE fashion brand—one bold fabric choice at a time.
