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.”
A Brand Rooted in the Region
The brand is a “poster child of this region,” but more importantly, it designs for it. Gear is tested with local athletes across an 18-month cycle before anything reaches the retail shelves. “No other brand or product has been made for this climate,” said Khalid. The label’s patented ActDry fabric technology, which it claims dries three times faster than standard performance materials, was developed specifically for Gulf heat and humidity.
Modesty as a Design Principle
Modesty is also a deliberate part of any designs. “If we are not going to be working on products that can be worn more modestly, then what’s the point of us being from this region?” Khalid said. A performance hijab was developed over two and a half years and tested by sending an athlete to skydive while wearing it. “There is no hijab that is performance-grade that can last a very intense session without moving,” Khalid explained. The same thinking extends to menswear. In some Gulf countries, men prefer to work out in pants rather than shorts, and the brand styles its designs accordingly, she added: “You can do squats in them; you can even run in them.”
Expansion and Future Plans
Now in its 10th year, Squatwolf has expanded significantly. From its first retail store at Dubai Mall in 2024 it now has seven locations across the UAE, Kuwait and Qatar, with plans for a further 30 stores over the next few years. The focus is on the Gulf Cooperation Council area first, said Khalid, “because this is our home ground and we need to protect our own territory.” The plan is then to go global, targeting fitness hubs in the UK, US and Europe. Saudi Arabia, where Squatwolf operates a distribution warehouse, is a significant part of this expansion and “already a big market” for the brand.
