The Giving Movement
Reinventing Sustainable Athleisure, Designed & Made in UAE
Dubai-born D2C athleisure brand combining sustainable fashion with philanthropy — $4 donated per item sold, 100% UAE-manufactured. Over $7M donated to date. 220 employees, LinkedIn Top 10.
FROM THE EDITOR'S DESK
The Giving Movement is one of the rare UAE-born consumer brands that has built genuine cultural cachet alongside commercial scale. Founded during the pandemic, the brand turned 100% UAE manufacturing into a competitive advantage, creating a vertically integrated supply chain with a $4-per-item charitable donation baked into the business model — not a bolt-on CSR play but the core identity.
The appointment of Rania Masri El Khatib as CEO in 2025 signals a shift toward professional management as founder Nowell-Barnes stepped back. With 220 employees, flagship stores at City Walk and major Dubai malls, and growing Namshi presence, The Giving Movement sits at an inflection point: either it scales internationally or remains a regional success story.
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NEWS ABOUT THE GIVING MOVEMENT
The Giving Movement Names Rania Masri El Khatib CEO
Founder Dominic Nowell-Barnes steps back as professional CEO takes the helm to drive international expansion.