{"id":63039,"date":"2025-04-28T10:41:45","date_gmt":"2025-04-28T06:41:45","guid":{"rendered":"https:\/\/graziamagazine.com\/me\/?post_type=articles&p=63039"},"modified":"2025-04-28T10:41:45","modified_gmt":"2025-04-28T06:41:45","slug":"the-grazia-career-edit-the-attire","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/me\/articles\/the-grazia-career-edit-the-attire\/","title":{"rendered":"The GRAZIA Career Edit: Meet The Co-Founders Of New Sustainable Fashion Platform, The Attire"},"content":{"rendered":"
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Photo: Supplied<\/figcaption><\/figure>\n

The UAE is never short of groundbreaking sustainable initiatives. Still, amongst the plethora of fashion start-ups in the realms of technology and shopping, only a few have made it to the big leagues. And it seems that a new, emerging platform, The Attire, is poised to become the next breakthrough.<\/p>\n

More than just a place to buy and sell premium luxury goods, The Attire is a community where individuals come together to share a common goal: to save the planet, consciously.<\/p>\n

Co-founded by the three trailblazing women in the fashion and tech space, Salma Cherk\u00e9 (SC), Hana Amin (HA) and Faeeza Adams (FA), The Attire is here to redefine what it means top wear fashion with a purpose in the Middle East.<\/p>\n

Identifying a clear gap in the Middle Eastern market, where sustainable fashion is increasingly turning to the spotlight, these women are here to show that every piece deserves to be cherished and loved once more. This is how The Attire came into fruition.<\/p>\n

In this edition of the GRAZIA Career Edit, the co-founders bring us right to the precipice of their creative minds.<\/p>\n

My current role is\u2026<\/h4>\n

SC: I am the co-founder and CEO of The Attire, a platform born out of a shared passion for fashion and sustainability. It\u2019s not just a business for me but a vision I hold close to my heart and a reflection of my passion for fashion and sustainability. At The Attire, we\u2019re creating a community and space where fashion lovers can shop with purpose, sell effortlessly, and fall in love with their wardrobes all over again. It\u2019s more than just buying and selling clothes but about making conscious choices.<\/p>\n

HA: I\u2019m the Co-founder & CPO of a platform that’s paving the way for the future of fashion. We\u2019re creating a new way of life\u2014where fashion is seamlessly integrated with technology. It’s more than a marketplace; it’s a community where people can come together to circulate fashion and express themselves.<\/p>\n

FA: Co-founder & CTO of The Attire, a fashion-tech platform reshaping how we view second-hand clothing and sustainability through tech.<\/p>\n

When I was younger, I wanted to be\u2026<\/h4>\n

SC: An astronaut. I\u2019ve always been drawn to the sky and the idea of exploring the unknown. In many ways, entrepreneurship feels a little like that, an endless journey of discovery, testing boundaries, and finding new ways to approach things. It\u2019s not always easy, but it\u2019s beautiful to be part of something bigger than yourself.<\/p>\n

HA: I\u2019ve always been inspired by people\u2014how they carry themselves, how they make bold choices, and how some create movements that shift entire generations. I knew early on that I wanted to be part of something meaningful that inspires and connects people.<\/p>\n

FA: Many things \u2014 but always something in the creative space. I was constantly drawn to art, storytelling, and visual design.<\/p>\n

<\/blockquote>\n

My favourite subject at school was\u2026<\/h4>\n

SC: Mathematics. I was fascinated by how numbers connect and how there\u2019s always logic to be found, even in chaos. That structure taught me how to think logically and strategically in most areas of my life and now finally build my products and make entrepreneurship decisions with clarity.<\/p>\n

HA: Geometry! I loved shapes and equations\u2014it\u2019s where logic meets creativity. That foundation naturally led me to the world of user experience design.<\/p>\n

FA: Business and Art. The combination of creativity and strategy always intrigued me, and in many ways, still shapes how I approach problems today.<\/p>\n

My first job was\u2026<\/h4>\n

SC: I started as a cognitive engineer at an aeronautics company in the south of France. It was a world far from fashion, but I\u2019ve always been drawn to understanding people, and how they think, feel, and decide. That curiosity about human behaviour is something that still drives me today. It\u2019s why I build user-centred products and why I\u2019m so passionate about The Attire: creating a platform that feels intuitive and connects people to what they truly need.<\/p>\n

HA: A user experience designer at a telecom company. It was a simple but essential product used in people\u2019s daily lives. I still remember this quote: \u201cGood design is actually invisible. Bad design sticks out like a sore thumb.\u201d Our job was to make the experience so seamless that it felt automatic, because people used it every single day.<\/p>\n

FA: My first job was Data capturing in Excel \u2014 an upskilling role for my mom\u2019s business, and yes, she paid me! Later, after completing my studies, I officially started my career in a creative agency as a multimedia designer.<\/p>\n

My career path so far has been\u2026<\/h4>\n

SC: I began in tech, working on UX research to help banks and corporations create better and smarter experiences. But along the way, I realised that I still wanted to do something in fashion. I loved clothes, the stories they tell, the way they make us feel. So, I took everything I had learned and poured it into The Attire. It was a leap, but one I knew I had to take.<\/p>\n

HA: I\u2019ve spent over 10 years growing in the fields of technology and user experience, constantly refining how people interact with digital products to make their lives simpler and more intuitive.<\/p>\n

FA: It\u2019s been anything but linear \u2014 and I love that. I began in graphic design, transitioned into web development and product design, and eventually found my way into game development. That shift exposed me to emerging technologies and opened doors to freelance opportunities with companies building AR and VR apps. Eventually, I moved into the corporate world, focusing purely on product design. Each step has sharpened my skills and given me a broader view of what creativity can look like across industries.<\/p>\n

The role the UAE has played in my career is\u2026<\/h4>\n

SC: The UAE is where I truly found my voice. It\u2019s a place that celebrates bold ideas and supports rapid growth. It\u2019s also where I met some of the most inspiring people I\u2019ve known, friends, and collaborators who helped shape the vision for The Attire. It\u2019s a place that has allowed me to find a balance between ambition and well-being, between business and personal life, which I\u2019m so grateful for. It is also a place that holds great opportunities when it comes to new business, especially in fashion, with passionate and excited customers who are open to experiencing new ways to shop.<\/p>\n

HA: The UAE is such a vibrant place\u2014it brings together people from all walks of life and cultures. That kind of diversity challenges you to design with a broader lens. It\u2019s a place full of opportunity, both professionally and personally, and it\u2019s helped shape the way I think and build.<\/p>\n

FA: Living and working in the UAE has expanded my thinking completely. The tech-first ecosystem, paired with an environment that actively encourages innovation, has been incredibly motivating. The pace of digital adoption here is refreshing \u2014 and as a creative in tech, that\u2019s a dream to be part of.<\/p>\n

The story of The Attire is\u2026<\/h4>\n

SC: It started with a real need; I had valuable pieces of high-quality luxury items in my closet that I no longer needed, with no way of selling them using a credible platform or source. While discussing it with my friends, who are now my co-founders, we were quick to realise that this was an issue we all faced. Each of us had beautiful investment pieces that we wanted to let go of, while at the same time, we were interested in investing in newer, quality pieces. That\u2019s when it hit us that maybe the pieces we were looking for were already sitting in someone else\u2019s closet. And that\u2019s when The Attire was born. A resale platform that\u2019s more than just a marketplace, it\u2019s an experience. It\u2019s about creating a space and community that reflects the way people shop: a mix of high street and high-end from Zara to Prada, because real wardrobes are all about versatility and authenticity.<\/p>\n

HA: It all started over coffee with my fellow co-founders. We realised there was something missing in the UAE market. We had luxury pieces we loved and enjoyed, but now it was time to give them a new life. That\u2019s how The Attire was born\u2014a safe, easy, and stylish marketplace for pre-loved fashion, tailored to the everyday shopper.<\/p>\n

FA: I met Hana and Salma when they had a bold idea. With my tech background and network in development, we joined forces to bring it to life. What started as a simple idea quickly became a shared mission \u2014 blending sustainability, fashion, and technology in a way that\u2019s accessible and exciting.<\/p>\n

I was inspired to enter the fashion & tech space because\u2026<\/h4>\n

SC: Fashion is changing. People want access, not excess. They want to express their style without harming the planet. And technology? It\u2019s the perfect tool to make that shift possible. I wanted to be part of that change. I wanted to help build a future where looking good and doing good go hand in hand. It\u2019s not just about shopping; it\u2019s about being conscious of our choices and how they affect the world around us.<\/p>\n

HA: Like many women, I\u2019d often find myself staring at a closet full of clothes and still feeling like I had nothing to wear. As someone working in tech, I saw a gap\u2014and an opportunity\u2014to create something that truly connects these worlds in a seamless and smart way.<\/p>\n

FA: Sustainable fashion wasn\u2019t on my radar before meeting my co-founders, but their passion sparked something in me. As I started learning more about the impact of fast fashion and the opportunities in circular fashion, I realised how much tech could do to move this industry forward. That intersection became my new creative playground.<\/p>\n

<\/blockquote>\n

My daily routine consists of\u2026<\/h4>\n

SC: Mornings start with coffee and intention. I usually review our products or plan the day ahead. Afternoons are for ideation, meetings, or testing features. I make time for Tennis or Pilates to recharge. In the evening, I unwind with a comfort show or a good book. I try to sleep early as rest is part of the hustle.<\/p>\n

HA: First things first: coffee! Then, a morning prayer to set the tone for the day. From there, it\u2019s work mode\u2014meetings, design sessions, and deep tech discussions. Evenings are for winding down, whether that means a workout or just a good meal and quality time with friends or family. It\u2019s all about finding balance\u2014or at least trying to, haha!<\/p>\n

FA: I\u2019m a mum, so my day begins with getting my daughter and family ready. Then it\u2019s work mode \u2014 tackling meetings, design, or logistics. I carve out a bit of time for myself, whether it\u2019s a short workout or meditation. Evenings are for cooking and spending time with my family, and once my little one\u2019s in bed, I usually get a bit more work done before winding down.<\/p>\n

My role as Co-Founder entails\u2026<\/h4>\n

SC: Everything. From defining vision and strategy to replying to customers. I analyse feedback, test features, choose packaging, and occasionally write microcopy myself. There\u2019s no typical day, it\u2019s about learning on the go and being in the trenches with your team. That\u2019s where the magic happens.<\/p>\n

HA: As a founder, your mind spins in every direction. But at the heart of it, my role is to ensure the product continues to grow in a way that truly serves our users. From behind-the-scenes logistics to front-end experiences, I work to make sure everything runs smoothly, so users never feel the complexity behind it.<\/p>\n

FA: Initially, I led the development of the app, bridging the gap between our vision and the tech build. Now, my focus has expanded into logistics and operations, ensuring everything behind the scenes runs smoothly as we grow.<\/p>\n

The biggest hurdle I\u2019ve experienced in my career\u2026<\/h4>\n

SC: Self-doubt\u2014especially in the early days of launching The Attire. I learned that you don\u2019t need all the answers. Share your idea, test it, learn from users and mistakes, and iterate. That\u2019s how you build something real\u2014and that\u2019s how you get your answers.<\/p>\n

The biggest milestone I\u2019ve achieved is\u2026<\/h4>\n

SC: Building a team that feels like family. It\u2019s not just about launching a product or hitting a milestone, but about the people you surround yourself with. I\u2019m incredibly grateful to be able to work with a team that shares the same values, challenges each other, and pushes the boundaries of what we can do together. And having my closest friends involved in this journey has been rewarding.<\/p>\n

HA: Building this platform alongside amazing women who share the same vision. We\u2019ve built more than just a product\u2014we\u2019ve built a family, united by purpose and passion to create something that makes an impact.<\/p>\n

FA: Finding business partners who feel like more than friends \u2014 we genuinely share a vision and work with mutual respect. That kind of synergy is rare and something I value deeply.<\/p>\n

A quote I live by is\u2026<\/h4>\n

SC: \u201cHave less, do more, be more.\u201d It\u2019s a powerful reminder for me to stay grounded and focused on what truly matters. It\u2019s not about having more, it\u2019s about being more intentional, present, and purposeful.<\/p>\n

HA: \u201cThis too shall pass.\u201d It\u2019s a grounding reminder\u2014humbling in good times and comforting in the hard ones.<\/p>\n

FA: \u201cYou won’t know unless you try.\u201d We often let fear or the unknown stop us from starting. But in reality, the only way to know what\u2019s possible is to take that first step.<\/p>\n

What I hope for 2025 is\u2026<\/h4>\n

SC: I want to see The Attire become a beloved platform across the GCC \u2014 one that inspires more conscious consumption in fashion, shifts perspectives on secondhand, and makes resale the new norm, one beautiful preloved piece at a time.<\/p>\n

HA: A new chapter where this platform reaches its full potential. I want this platform to be a space that\u2019s loved, that helps people, and that stays true to our vision. We may change the how, but we\u2019ll never change the why.<\/p>\n

FA: To grow The Attire intentionally \u2014 staying true to our values while building momentum. I also hope to continue nurturing a strong, authentic culture within our team as we expand.<\/p>\n","protected":false},"author":31739,"featured_media":63041,"template":"","format":"standard","categories":[260,65,35,5023,5031,4025],"yoast_head":"\nThe GRAZIA Career Edit: Meet The Co-Founders Of A New Sustainable Fashion Platform, The Attire<\/title>\n<meta name=\"description\" content=\"The Attire, your next go-to sustainable fashion marketplace, is set to transform the very definition of fashion with a purpose.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/graziamagazine.com\/me\/articles\/the-grazia-career-edit-the-attire\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The GRAZIA Career Edit: Meet The Co-Founders Of New Sustainable Fashion Platform, The Attire\" 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