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