Soulland Debuts in Dubai with First Middle East Store

Jul 30, 2026

85 min

Jul 30, 2026 10:32

Soulland opens first Middle East store in Dubai

## Soulland's Middle East Expansion

Copenhagen-based fashion brand Soulland has launched its first store in the Middle East, opening at Dubai Hills Mall on July 11. This marks the brand's initial physical presence in the region, aiming to introduce its unique blend of creativity and quality to a new audience.

## Founder’s Vision

Jacob Kampp Berliner, Soulland's founder and CEO, hopes customers in Dubai will appreciate the brand's commitment to quality and creativity. He emphasizes that Soulland's approach is not about chasing markets but finding the right cultural fit.

## A Unique Retail Experience

The Dubai store is designed as a dynamic space, evolving with changing displays of furniture, art, and music. Berliner describes it as a place where people can engage with more than just fashion, reflecting the brand's ethos of integrating culture into its retail strategy.

## Cultural Exchange

Berliner acknowledges the rich cultural tapestry of the Middle East, expressing a desire to engage with the region's creative platforms. He highlights the importance of understanding and respecting local cultures rather than imposing external perspectives.

## Sustainable Practices

Soulland is committed to sustainability, using materials like deadstock fabrics and organic cotton. Berliner believes that fashion can signal a brand's values and contribute to a more responsible future.

## Collaborative Aspirations

Looking ahead, Berliner expresses interest in collaborating with regional artists and brands, such as Kuwaiti rap group Sons of Yusuf and Palestinian label Nöl Collective, to create authentic cultural exchanges.

## A New Chapter

Soulland's entry into Dubai aligns with the city's growing creative scene, offering a platform for cultural dialogue and collaboration. This move signifies a mutual recognition of creative authority between Copenhagen and Dubai, highlighting the potential for meaningful partnerships.

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