What The Giving Movement does

The Giving Movement is a Dubai-based direct-to-consumer sustainable fashion brand founded in 2020 that designs, produces, and sells apparel and accessories under its own label. Its product range spans core everyday basics, activewear, loungewear, modest fashion, kidswear, and limited-edition drops such as ALWAYS 971, City Prints, Ocean Breeze, Café Ballet, and Mini Me, organized around seven proprietary sustainable fabric blends including Softskin (80% recycled polyester, 20% recycled elastane), Cotton Fleece (83% organic cotton, 17% recycled polyester), Cotton Luxe (95% organic cotton, 5% elastane), Cotton Jersey, Scuba Soft, Linen, and Smart Weave. The technical stack is a Shopify-based e-commerce storefront with a dedicated iOS/Android app, supplemented by owned point-of-sale in physical stores.

The company operates a hybrid go-to-market combining owned e-commerce (with delivery in UAE and Saudi Arabia), a mobile app, and 12+ owned retail stores across the UAE (Dubai Mall, Mall of the Emirates, City Walk, Dubai Hills, Palm Jumeirah, Yas Mall, Dubai Outlet Mall, Outlet Village), Kuwait (360 Mall), Qatar (Al Hazm Mall), Lebanon (Souk El Tawileh), and Iraq (Grand Majidi Mall), with additional wholesale distribution through Dubai Duty Free, Galeries Lafayette Qatar, The Athlete's Foot Kuwait, and other regional partners. Revenue is generated through one-time unit sales priced in AED 149-649 across categories, serving a horizontally segmented mass-market consumer base of conscious men, women, kids, and teens in the Middle East.

In March 2022, the company raised a $15 million Series A led by Knuru Capital to fund category expansion (children's and baby wear) and geographic growth, and subsequently launched The Movement Edit, a curated retail platform at its City Walk store that showcases emerging homegrown UAE brands. The brand is positioned as a homegrown alternative in a sustainable fashion market estimated at $8.06 billion in 2024 with an 8.2% CAGR, combining local cultural relevance, modest-fashion inclusivity, and eco-friendly materials as its core value proposition.

Name

The Giving Movement

Legal name

The Giving Movement

Website

https://thegivingmovement.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

The Giving Movement is a Dubai-based direct-to-consumer sustainable fashion brand founded in 2020 that designs and sells apparel, activewear, modest fashion, and kidswear via e-commerce, a mobile app, and 12+ owned retail stores across the Middle East.

Ownership category

akta.pro rank

Product category

Sustainable Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Streetwear & Contemporary Apparel Retail (CRAAABAM), Kids’ & Baby Apparel Retail (CRAAABAD), Sustainable / Ethical Apparel & Accessories Wholesale (CRAOADAJ)

Keywords

• Sustainable fashion
• Activewear apparel
• Streetwear clothing
• Eco-friendly fabrics
• Direct-to-consumer retail

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: The Giving Movement generates revenue through direct-to-consumer sales of sustainable fashion apparel including t-shirts, activewear, loungewear, kids wear, and accessories. Products are sold through owned e-commerce platform and physical retail stores across the Middle East region.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Giving Movement designs and sells sustainable apparel including t-shirts, activewear, loungewear, hoodies, joggers, kids' clothing, and modest fashion for men, women, and children through its owned e-commerce platform, mobile app, and 12+ physical retail stores across the Middle East. Products are made from proprietary eco-friendly fabric blends incorporating organic cotton and recycled polyester. The brand also operates The Movement Edit, a curated retail platform at its City Walk store showcasing homegrown UAE brands.

Product overview

The Giving Movement is a UAE-based online sustainable fashion retailer offering a comprehensive e-commerce platform across multiple categories including women's, men's, and children's apparel. The product portfolio centers on core everyday basics (t-shirts, shorts, joggers, hoodies) with specialized collections like ALWAYS 971 (city-inspired limited editions), Ocean Breeze (summer wear), City Prints, and the Mini Me family matching collection. The brand differentiates through proprietary fabric technologies including Softskin (recycled performance fabric), Cotton Fleece (organic comfort), Cotton Luxe (premium basics), Cotton Jersey, Scuba Soft (structured active), Linen (warm climate), and Smart Weave (formal stretch). The Movement Edit extends the offering into a curated retail platform showcasing homegrown UAE brands. The company operates both an e-commerce website and mobile app (iOS/Android) with physical retail presence across the UAE, Kuwait, Qatar, Lebanon, and Iraq.

Differentiator

Problem solved

Functional benefit

Brands

• The Movement Edit: A curated environment of discovery transforming the City Walk store into a platform for homegrown brands across objects, scent, accessories, and everyday essentials.

Products and services

• The Giving Movement Mobile App A mobile application available on Apple Store and Google Play that allows customers to shop new drops, get inspired, track orders, and receive updates about promotions and exclusive discounts.
• ALWAYS 971 Collection Limited-edition t-shirts inspired by Old Dubai, featuring city-themed graphics and Arabic typography for women and men.
• City Prints Collection Urban-inspired prints celebrating city culture with contemporary designs for women and men, featuring regional motifs and Arabic typography.
• Ocean Breeze Collection A summer-inspired collection featuring light, breezy designs for women and men, offering a quiet escape into ease.
• The Movement Edit A curated retail experience at the City Walk store in Dubai that showcases homegrown UAE brands across objects, scent, accessories, and everyday essentials, creating a platform for emerging local brands to be discovered.
• Mini Me Collection Sustainable matching outfits for parents and children, allowing families to wear coordinated styles together using eco-friendly fabrics.
• Gift Cards Gift card products available for purchase, allowing customers to give the gift of sustainable fashion across the brand's apparel range.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kotn: Direct peer - DTC sustainable basics and everyday apparel using organic Egyptian cotton, operating across North America and the Middle East with a similar positioning around ethical sourcing and cultural storytelling.
• Pangaia: Direct peer - materials-science-led sustainable fashion brand with proprietary fabric innovations (recycled fibers, plant-based dyes) sold DTC globally, competing in the same premium sustainable apparel category.

Broad incumbents

• Patagonia: Broad incumbent - globally established sustainable outdoor and activewear brand with deep environmental credentials, serving overlapping customer needs in activewear and sustainable basics.
• Allbirds: Broad incumbent - sustainable apparel and footwear brand with proprietary natural-material innovations (merino wool, eucalyptus), pursuing DTC-led expansion into clothing categories overlapping with TGM's Softskin and Cotton Luxe lines.
• lululemon: Broad incumbent - global activewear leader with proprietary technical fabrics (Luon, Nulu) and direct retail footprint, including MENA stores; competes head-on with TGM's activewear and loungewear collections.

Emerging players

• Organic Basics: Emerging player - DTC sustainable essentials brand focused on organic cotton basics and activewear with a similar fabric-first storytelling approach, though operating primarily in Western markets.
• Reformation: Emerging player - sustainable fashion brand with strong DTC and selective retail presence, focused on trendy women's apparel with sustainability messaging, overlapping on modest and contemporary categories.
• VEJA: Emerging player - sustainable sneaker and casual apparel brand using eco-friendly materials, with growing DTC presence in Gulf markets, overlapping with TGM's sustainability-led casual positioning.

Regional players

• Ounass: Regional player - Middle East luxury fashion e-commerce platform operating across UAE and Saudi Arabia, competing for the same Gulf consumer wallet in premium and contemporary apparel.
• Nisnass: Regional player - Middle East online fashion retailer under Namshi Group with comparable multi-category women's, men's, and kids' apparel assortment and active regional brand partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/givingmovement
• LinkedInlinkedin.com/company/the-giving-movement

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Giving Movement