Simply Abu Dhabi XXX

2 2 9 S I M P LY A B U DH A B I ‘When we started out, the brand was called Feathers Fashion, but I realised that we are representing the UAE and we had to get that across with our name, and so we changed the name to Feathers UAE,’ he adds. ‘Representing the UAE is an honour and also a responsibility because the quality of the product must be excellent.’ The first Feathers store opened in Abu Dhabi in 2010. The business grew fast, and by 2017 Feathers had four stores across three emirates, with a fifth store set to launch in Sharjah in 2018. Self-defined as a “local brand with ambitions to go global”, the immediate goal is to build a UAE platform that can rival the power labels from Europe and America and leverage the strength of the UAE. Not surprisingly, the brand’s main clientele— about 65 percent—are Emiratis, with GCC nationals accounting for 30 percent. The other five percent comprises expats and tourists. ‘We are Emiratis and we know what people in the UAE and the GCCwant. So, we try to design what people like and that’s what differentiates us from other [international] brands,’ says Basaeed. ‘As Emiratis we don’t have our own “luxury brand”. We always buy European and American ones, but the UAE has become a global brand in itself—one that is synonymous with a certain lifestyle—which Feathers will benefit from with regards to its perception abroad.’ Within the next five years, Basaeed would like Feathers to be in every GCC country. Within 10 years, he hopes to be present in the fashion capitals of the world. He also has plans to further expand its reach into the realm of children’s wear, as well as investigate the opportunity for standalone jewellery and shoe shops, while a Feathers café could also one day be on the horizon. Ultimately, Basaeed says his vision is straightforward: ‘My dream is to elevate the name of my country with something I’m proud of.’