Dana Miskul­nig and Tanvi Ma­lik hope to em­power women with their new UAE-based ac­tivewear line

What's On (Abu Dhabi) - - CONTENTS -

Meet the ladies be­hind a new fit­ness­wear brand, de­signed and made in the UAE

Where did the idea for El­e­vaete come from? Dana: We wanted to cre­ate a home-grown ac­tivewear brand in the UAE, but we wanted more than just an­other prod­uct. The ethos of El­e­vaete is about hav­ing a pos­i­tive im­pact on the com­mu­nity, en­cour­ag­ing and em­pow­er­ing women to help each other, learn from each other and el­e­vate each other (hence the name). Tanvi: I be­lieve that ac­tivewear is a tool for em­pow­er­ment; it’s about what you do when you put on th­ese clothes, they’re so much more than just some­thing to wear. What makes El­e­vaete clothes so spe­cial? D: We wanted to cre­ate some­thing in the UAE for the UAE, so our de­signs are ac­ces­si­ble to ev­ery­one. Along with tank tops and shorts, we have long-sleeved tops and leg­gings to of­fer full cov­er­age for women who want to dress mod­estly. The leg­gings are avail­able with and without mesh, and the top is de­lib­er­ately not form-fit­ting at all. Is the en­tire la­bel lo­cal? T: The only thing we im­port is the fab­rics, but ev­ery­thing is man­u­fac­tured lo­cally. We’re grass­roots, and we want to con­trib­ute to the grow­ing econ­omy. For us, hav­ing been born and raised here, this is the land of op­por­tu­nity. If we don’t con­trib­ute to the place that’s given us so much, what are we do­ing? How do you choose your mod­els? T: We love work­ing with emi­rati and ex­pat women in the re­gion who are into fit­ness. Our mod­els are all shapes and sizes and sports dis­ci­plines – we wanted to be truly rep­re­sen­ta­tive of our mar­ket. What are your favourite stu­dios in the UAE? D: I’m on GuavaPass, so I go to a lot of dif­fer­ent stu­dios, like Ware­house Gym Crossfit Alioth. And I like Round10 box­ing, be­cause it’s so no-frills. I also love De­fine Dubai, I just tried the aerial yoga there for the first time. T: I like 136.1 Yoga Stu­dio too. The Ji­va­mukti classes are my favourite. What do you think of the fit­ness scene in the UAE? D: It’s grow­ing re­ally fast, and it seems that ev­ery­one’s re­ally in­ter­ested in get­ting fit and healthy, which is a great thing. Peo­ple in the UAE are lead­ing a more con­scious life. T: I like how it’s ac­cept­able, and al­most cool now to not go out and party on the week­end. Peo­ple are do­ing ac­tiv­i­ties rather than hit­ting the clubs. What’s next for El­e­vaete? D: At the end of the summer, we’re go­ing to launch our next lim­ited edi­tion piece, and it’s go­ing to be a col­lab­o­ra­tion with a home-grown artist. But that’s all we can say about that for now!

El­e­vaete ac­tivewear



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