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About Us

Natural Fashion is a sustainable mens and women's clothing brand, that provides you with high quality, timeless pieces. Find out more about our story below.

The story behind Natural Fashion

Natural Fashion was founded by Ella Paul, originally from the UK, whose passion for fashion and design has driven her from a young age. Growing up, Ella spent countless hours sketching designs inspired by fashion magazines and dreamed of creating a brand of her own. But when she researched the fashion industry, she discovered the harmful effects of fast fashion—its environmental impact, exploitative labor practices, and the low-quality, disposable nature of its garments. She also found it difficult to find high-quality, affordable pieces that aligned with her values. Determined to offer a better alternative, Ella moved to Dubai in 2021 and launched Natural Fashion there in September 2023 as a sustainable slow fashion brand.

What is Natural Fashion?

Natural Fashion offers both men’s and women’s wear, focusing on high-quality, timeless pieces made from natural materials that are as affordable as they are eco-friendly. Our collections are crafted with carefully sourced materials and ethical practices, proving that fashion can be both responsible and accessible.

What makes us sustainable?

To reinforce our commitment to sustainability, we plant a tree for every order placed and ensure that all shipments are carbon-neutral. Ella is dedicated to continually researching new sustainable practices to further reduce our environmental impact. Ella spends months sourcing the perfect materials and refining her designs for her collections, which emphasise trans-seasonal versatility so each piece will always have a place in your wardrobe.