UAE startup founder finds fashion in deadstock fabrics

Gauri Sarma's athleisure brand sources unused fabric and keeps costs down

- BY MANOJ NAIR

It takes a whole lot of effort to get a brand new business up and running. For Gauri Sarma, it also meant having access to a lot of “deadstock”.

Sarma is the owner of beAthletica, an athleisure brand that has its origins right here in the UAE. It uses unused discarded fabrics as the raw material for its clothing line.

“The idea for BeAthletica was conceptualised through finding sources for deadstock fabric yardage at garment factories in the UAE, India and China,” said Sarma, whose first collection was introduced to the local market in December last year.

Keeping prices in check

“Our goal is to always have the majority of our upcoming collections made from sourced deadstock fabrics.”