This UAE Entrepreneur Is Giving A Sustainable Twist To Athleisure And Dancewear

In a world where the fashion industry is often criticised for its environmental impact, one company is taking significant strides towards sustainability. Launched in 2020, by Sandhya Lalloo Morar, the Idō Movement not only creates stylish and functional clothing, but also promotes a lifestyle that values sustainability, ethical fashion choices, and a positive relationship with our planet.

Sandhya is, by no means a fan of fast fashion and this is the foundation on which Idō was built. The brand is inspired by Japanese body movement principles and Indian block-printing techniques, weaving a unique story of global artistic synergy.

Humble Beginnings

Before establishing the Idō Movement, Sandhya had already made her mark in Dubai’s fashion scene. With a decade of experience as a stylist, costume designer, and teacher, she embarked on this new journey, drawing upon her rich background and the support of a sisterhood of women entrepreneurs.

Sandhya has worked on costumes for film, theatre, and television and has also produced costumes for large-scale productions such as the Fujairah Arts Festival, and the SIMA Dance Company.

“Coming from a dance and fashion design background I was able to merge my passions and bring life to a brand that helped shift the mindsets of people from fast fashion to a more sustainable option,” Sandhya said.

The South African-born Indian moved to Dubai in 2010 where she cut her teeth as a stylist, costume designer, and professor before becoming an entrepreneur. “As a dancer and a designer, I felt the need to start a new brand that was not focused on fashion trends but rather embraced the philosophies of Japanese design. The Idō movement was then born.”

Sustainability As The Core

The inspiration for Idō Movement's designs comes from UAE-based dance artists, with the brand priding itself on its sustainable practices. The creation process involves the use of recycled plastic bottles, fishing nets, and natural materials such as hemp and bamboo. Even in packaging, the Idō Movement goes the extra mile with biodegradable bags made from cassava and innovative seed tags, encouraging customers to plant them. With an eye on further reducing its ecological impact, the brand ensures that its products are manufactured within the GCC, minimising carbon footprint.

“While my initial sources of inspiration were drawn from the world of dance, it didn't take long for the brand's identity to evolve and reflect a broader lifestyle perspective. Today, The Idō Movement caters to people who seamlessly transition between various settings and activities throughout their day. Our clothing is designed to effortlessly accompany you from the gym to the swimming pool, and then to an elegant evening out.”

Biggest Challenge

The concept of "sustainable clothing" brings with it immense attention to details- right from the initial creation of yarn to disposal or repurposing. This approach, while increasingly popular, faces challenges when sustainability comes into the picture, at every stage.

One of the main hurdles in achieving true sustainability within the clothing industry, Sandhya mentioned was the procurement of materials. Although there has been a noticeable growth in the availability of organic and regenerated fabrics, the logistics of sourcing these materials close to manufacturing facilities pose a significant challenge, Sandhya said.

Furthermore, the environmental benefits of using sustainable fabrics can be quickly undermined if the materials need to be shipped over long distances, thereby increasing the carbon footprint. In particular, the production of dance and activewear presents its own set of challenges. These garments require a unique combination of properties, such as moisture-wicking capabilities, breathability, flexibility, and durability.

“Finding materials that meet these stringent requirements while also adhering to sustainable practices is no small feat. Continuous research and practical testing of various materials are essential in finding a balance between performance needs and sustainability goals,” she added.

The brand aims to engineer garments that are not only suitable for a single activity but can be used across various settings—from the dance floor and gym to being repurposed as swimwear or evening wear. This approach saw customers repurposing clothes for dancing, swimming, and even a night out.


“By focusing on the multifunctionality of our products, we aim to reduce the need for an extensive wardrobe, which in turn can significantly lower the environmental impact associated with water consumption and manufacturing processes,” said Sandhya.

Future plans

As a brand committed to the principles of slow fashion and sustainability, the Idō Movement consistently steers away from the ever-shifting tides of trends. Their core mission revolves around crafting enduring pieces that enhance appearance and seamlessly align with one’s lifestyle.

Despite the challenges inherent in the UAE’s fashion e-commerce sector, Sandhya is optimistic about the future. Setting her eyes on online sales, Sandhya has decided to steer clear of the traditional brick-and-mortar store model. This decision also allows the Idō Movement to reach a broader audience while staying true to its sustainable ethos.

Looking ahead, Sandhya envisions Idō Movement becoming the top sustainable brand in the GCC within the next five years. This ambitious goal underscores her commitment to promoting sustainability in fashion and her belief in the power of conscious consumerism. As the Idō Movement continues to grow and evolve, it stands as a beacon of innovation and environmental responsibility in the fashion industry, inspiring both designers and consumers to embrace a more sustainable future.