E-commerce fashion brand exhale weaving purpose with purchase


April 30, 2019 | By RetailME Bureau

Conceptual clothing brand exhale has officially launched in the UAE. Conceptualised in October 2016 by Nawal El Masri, exhale is a mindful and conscious-driven e-commerce brand that seeks to change perspectives through storytelling, art, music and visual journeys.

The exhale apparel line comprises of clothing and accessories, ranging from t-shirts, sweatshirts, bomber jackets, caps and water bottles, with designs that fall under three creative, thought-evoking, key elements of the brand – Reflect, Express and Inspire.

exhale is an eclectic mix of minimalistic designs that exude power and are produced predominantly in monochromatic colour tones. The brand uses high-quality materials such as 100% organic soft-spun cotton, bamboo, viscose and tri-blends, sourced from India, Turkey, Portugal and the UAE – all promoting sustainability and eco-care.

In addition to carefully curating clothes with intricate meaning behind each design, El Masri aims to boost a purchase-with-purpose ideal through each product off the online catalogue, allowing patrons to connect with their choice of purchase.

“exhale was created during a challenging time in my life; a time where my anxious thoughts spun out of control and loss had taken a toll on me,” she shares. “I had to breathe out painful emotion to formulate purpose, to see the bigger picture. Every piece from exhale is a triumphant work of art that is intertwined with true meaning and real stories. I and the people I work closely with weave purpose and meaning into these fabrics. exhale’s aim is to aesthetically breathe out life, art, music and stories into curated apparel all the while caressing the anxious thoughts of the human mind. exhale is a statement of self-reflection, a statement of confidence, a statement of inspiration. exhale is not here to complete you, yet, it will compliment you. More than anything, it is a reminder for what we so easily forget – to breathe.”

Raising mental health awareness through artistic mediums, exhale recently launched a collaboration with popular comic strip, Peanuts, created by Charles M. Schulz. The comic strip, which launched in 1950, plays host to an array of mental health topics and discussions, printed in light – an aspect that resonated with exhale. For El Masri, this comic strip offered more than just humour.

“The characters based in this comic strip bring to the forefront terms that society recognise as taboo. The comic speaks about various phobias and about anxiety, but what it also does is encourage the notion that accepting the trouble within and embarking on a journey to find a silver lining is a key component of overcoming fears. A key component in finding happiness within,” she explains.

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /



UAE gears up to celebrate this year’s National Day celebrations in the 

Continue Reading

November 28, 2021 | By Zubina Ahmed

UAE-based Etisalat Group has signed an agreement with elGrocer, a leading online 

Continue Reading

November 18, 2021 | By RetailME Bureau

Amazon.ae announced that the 11.11 sale is back once again this year 

Continue Reading

November 8, 2021 | By RetailME Bureau

Abu Dhabi Cooperative Society’s COOP City store is now open in Lake 

Continue Reading

November 3, 2021 | By RetailME Bureau

Union Coop, a consumer cooperative in the UAE, revealed that 78% of 

Continue Reading

August 24, 2021 | By Jibran Chouguley

Union Coop has opened its 23rd branch within the UAE in Jumeirah 

Continue Reading

August 2, 2021 | By Jibran Chouguley

Nando’s has revealed their revamped Sheikh Zayed Road outlet where newcomers and 

Continue Reading

July 8, 2021 | By Jibran Chouguley

UAE-based Al Maya Group announced that it will be boosting import of 

Continue Reading

June 24, 2021 | By RetailME Bureau

UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu 

Continue Reading

June 2, 2021 | By RetailME Bureau

UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand 

Continue Reading

March 31, 2021 | By RetailME Bureau

Locally owned supermarket Spinneys celebrates 60 years of doing business in the 

Continue Reading

March 9, 2021 | By RetailME Bureau
Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau




Download Images RetailME Magazine