Last year, a Dubai-born apparel business quietly generated sales of Dh14 million, five times more than it made in 2024. It’s done so almost invisibly, winning the loyalty of a returning customer base, who drive 40 per cent of sales each month. It makes clothes that are not designed to be seen on Instagram. Clothes that are not intended to project wealth, status or exclusivity. Clothes that don’t even leave the house.
Since its launch in June 2023, One of a Kin, founded by Lebanese entrepreneur Nayla Haddad, has leveraged its understanding of GCC lifestyles to create category-defining sleep-and-loungewear that has won hearts across the region. My kids now won’t wear anything else to bed. Following her appearance on Shark Tank Dubai, Haddad secured backing for One of a Kin from Lebanese investor Elie Khouri’s Vivium family office, finalised a year ago. The brand was conceived during the pandemic, a time that informs Haddad’s instincts.
“We launched and grew during challenging times, and what we observed was that when the outside world feels unpredictable, people seek grounding in small daily comforts,” says Haddad. Her response? “Garments that feel safe, breathable and calming.”
Crafted from ultra-soft micro modal, One of a Kin’s feather-soft nightwear is made for the whole family and comes in muted shades that complement an at-home sense of sanctuary. “During periods of uncertainty, the home becomes an emotional and physical refuge, and the family becomes the safest shelter,” Haddad says.
Throughout the Holy Month, homewear has added resonance. “During Ramadan, homes become sanctuaries. The nights are longer, gatherings are intimate, people spend more time indoors, resting between prayers and hosting families. There is a shift inwards,” Haddad observes. “After a long day of fasting, the body is sensitive to temperature, to texture, to restriction,” she says, adding that clothes should feel gentle.
One of a Kin stands distinct from the swathes of leisurewear brands blurring the distinction between home-wear and everything-else-wear. “Athleisure blurred boundaries, which was empowering and made comfort socially acceptable,” Haddad explains. “Home, however, requires something different. We are seeing a quiet return to intentional clothing. Pieces designed specifically for unwinding, not for being seen.”
It’s not just the design of One of a Kin that is refreshingly pared-back and more concerned with relaxation than with racing up the algorithm. The brand also roots itself in wellness. But not a peptide-injecting, biohacking brand of wellness. Simply the conviction that good sleep is at the core of wellbeing. Haddad says, “Sleep is not a trend, it’s pure biology. It’s the one ritual that repairs everything. We’re not trying to sell optimisation, we’re advocating for restoration.”
Haddad is committed to the basics. “I believe in consistency over intensity. Sleep is everything,” she says, advising, “Reducing over-stimulation before bed. Exercising during the day.”
One of a Kin’s role is to regulate body temperature at night and to promote a familial sense of unity and security. The brand is inclusive, garnering appreciation from perimenopausal and pregnant women managing fluctuating body temperatures, and children with autism who may be sensitive to fabrics.
As a Dubai-based brand, One of a Kin embraces the opportunities presented by the UAE. “It is my second home and an incredible base for ambition,” Haddad says. “It is the most dynamic place to build from.”
Source: Khaleej Times