SQUATWOLF Unveils SS27 Collection ‘The Duning Land’

Dubai-based activewear brand SQUATWOLF has unveiled its SS27 collection, The Duning Land, during a sell-in event attended by regional and international buyers, franchise partners, and wholesale accounts.

The event, which featured a catwalk presentation, product showcases, and sessions with retail partners ahead of the collection’s market rollout, was described by the company as the region’s first full-scale sell-in event hosted by a homegrown brand.

“I stood there and I just couldn’t believe it was us,” said Anam Khalid, co-founder of SQAUTWOLF, recalling the scale of what her team had built. “The team poured everything into this. The branding on every wall, the styling on every mannequin, lookbooks displayed across massive walls. Every detail was mindblowing.”

Staged inside installations built from sand, mirror, and steel — where, in the brand’s words, “past meets future” — the collection made its first walk down the catwalk in front of the partners who would go on to carry it into their own markets.

“This time, partners didn’t just see the products. They experienced the entire world of SS27,” Wajdan Gul, co-founder of SQAUTWOLF, explained. “Desert sand installations, a catwalk reveal, the full collection styled and staged, brand and go-to-market sessions that showed exactly where we’re headed and how we win together.”

“Partners don’t commit to products. They commit to a season they fully understand,” Gul adds. “So we removed every gap between them and the collection. They could touch it, question it, and see the story behind every product. We wanted all of this to happen in one room.”

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