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September 2022

Apparel Group’s Sustainable Athleisure Brand

a Man and a Woman Modelling for F5



  • for Gen Z and millennials



Press images here

Launching in London’s iconic Oxford Street for the brand’s first-ever international pop-up, F5 Global will showcase its new range of signature sustainable athleisure collection for one week only (22-28 August 2022). The go-to fairtrade fashion brand in the UAE targeting Gen Z and millennials, F5 Global launched in March 2021 by 16-year-old Sarisha Ved to create a sustainable fashion brand by the youth, for the youth.

F5 has donated 100% of its profits from every t-shirt sold from the ‘Tees for Fees’ collection. The initiative raised USD$17,000 and is part of the brand’s mission to help children from underprivileged communities and provide them with better access to quality education. To coincide with F5’s launch in the UK, they are supporting the National Literacy Trust, an independent charity working with schools and communities to give disadvantaged children the literacy skills to succeed in life. 60% of the profits from the ‘Tees for Fees’ collection will be donated to the National Literacy Trust whose mission is all about helping children and young people from underprivileged communities within the UK.

F5 Global is part of the Apparel Group, one of the largest retailers in the Middle East who are connected to global fashion brands including Aldo, Nine West, Dune London, through their e-commerce portfolio. Focusing on comfortable streetwear, F5 offers stylish clothing for adults and kids that is versatile, trendy and colourful. F5, meaning “refresh”, is Apparel Group’s only in-house brand that focuses on sustainable fashion.

F5 has a range of unisex athleisure clothing, exclusive capsule for kids, mobile phone cases, reusable face masks, wallets, and bags. All F5 products are made from organic or recycled material, incorporating zero waste principles, wherein material including mobile cases and plastic used for packing is compostable. The brand’s collections are manufactured at factories undergoing the Sedex Members Ethical Trade Audit, which assesses a site based on their organization’s labour standards, health and safety, environment, and business ethics. 

Commenting on the pop-up in London, founder Sarisha Ved comments: “The brand stands for a purpose, and we strongly believe that the people of London are waiting to embrace sustainable fashion and its purpose. We couldn’t think of a better city than London to have our first ever international pop-up. I can’t wait to connect with the customers here I am so grateful to the F5 team that worked tirelessly to create these fashionable and sustainable products. I am immensely proud that we are unlocking international opportunities for the brand. We are eager to continue supporting such transformative programs in our journey of building a purpose-led business.”

F5’s inaugural London pop-up will open doors for customers from 22 – 28 August at 58 Oxford Street, London W1D1BH.

a Man Sitting Next to a Subway Entrance and Modelling F5 Global


About F5

Launched in March 2021, home-grown concept F5 is a sustainable fashion brand, the brainchild of 15-year-old entrepreneur Sarisha Ved. F5 brand is the only Apparel Group home-grown brand that has a range of products such as mobile phone cases, reusable face masks, wallets, bags, and unisex athleisure clothing with Global Organic Textile Standard (GOTS), Fairtrade & Global Recycling Standards certificates, with 100% of the products manufactured at SMETA (Sedex Members Ethical Trade Audit)- approved facilities. All F5 products are made from organic or recycled material, incorporating zero waste principles, wherein material including mobile cases and plastic used for packing is compostable.

Follow @f5global for new launches, promotions, and impact reports.

About Apparel Group

Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to thousands of eager shoppers through its 2010 retail stores and 78 brands on all platforms while employing over 17,300 multicultural staff. 

Apparel Group has carved its strong presence in the GCC and expanded thriving gateways to market in India, South Africa, Singapore, Indonesia, Thailand, and Malaysia. Additionally, clear strategies are in place to enter emerging markets such as Hungary, Pakistan, Egypt, and the Philippines. 

Apparel Group has created an omnichannel experience, operating brands originating from the USA, Canada, Europe, Australia, and Asia. The brands include leading names in fashion, footwear, and lifestyles such as Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot, and Rituals. 

Apparel Group owes its amazing growth to the vision and guidance of its dynamic Founder and Chairwoman, Mrs. Sima Ganwani Ved, who has taken the company from strength to strength since its inception in the last two decades.


For media requests or for more information, please contact:       

Suzie Jacobs at Midas

[email protected] | 07923 900 255