Power Moves

Sustainable fitness and lifestyle brand The Giving Movement is disrupting the athleisure landscape one conscious step at a time

- DIANA BELL-HEATHER

Minimalist and modern, The Giving Movement is a Dubai-based athleisure label that has sustainability and ethical practices at its core. “The vision for The Giving Movement was always centred around giving back,” explains founder Dominic Nowell-Barnes. Launching this concept during a global pandemic could’ve proved a real challenge, yet with shopping habits shifting online and gyms closed – exercising from home has driven demand.

Ethical practices, sustainable fabrics and a charitable initiative have combined with the contemporary look and feel to grow a client base almost overnight that spans a broad spectrum of demographics and ages. “Meaningful apparel to me are clothes that mean something to the person wearing them. They should have a positive impact and there should be consideration in how they are produced.”