In recent years, the wellness and fitness industry has shifted dramatically, especially in the Gulf region, where women are embracing holistic fitness practices like Pilates and yoga. This new wave is not just about movement but also about self-expression, confidence, and community. As the Pilates culture blossoms across cities like Dubai, a new generation of entrepreneurs is blending functionality with fashion, giving rise to brands that inspire women to look and feel their best while they train. One such brand that beautifully captures this spirit is fée (flywith.fee), founded by Salama Alketbi in August 2024.
A Brand Born from Passion and Purpose.
The story of fée began with a simple Pilates class in Dubai. When Salama and her friends attended their first session, they quickly fell in love with the discipline, but something about the attire felt uninspiring. Grip socks, a mandatory part of the class, came only in dull colors like black, white, or gray. That spark of dissatisfaction turned into inspiration. Salama wanted to create socks that were not only practical but also fun and stylish. What started as a small idea to add color to Pilates wear soon evolved into a brand that celebrates individuality, confidence, and self-love.
Today, fée offers three main product lines: Pilates grip socks, elegant gym and Pilates sets, and the brand’s signature Ballerina Wrap. Each piece reflects Salama’s commitment to combining performance with style, ensuring women feel both comfortable and empowered during their workouts. From sleek designs to flattering fits, every product is thoughtfully crafted to complement all body types while maintaining the joyful essence that defines the brand.
The Meaning Behind “fée” and the Spirit of Flight.
The name fée comes from the French word for “fairy” or “butterfly,” a symbol that deeply resonates with Salama’s personality and creative vision. She recalls how her Pilates instructor would often encourage students by saying, “I want you to fly on that reformer.” That image of lightness and grace inspired her to build a brand that embodies freedom, movement, and transformation. “Fly with fée” became more than a tagline; it became a lifestyle—an invitation to move with confidence and joy.
This symbolism also connects to Salama’s love for butterflies, which she sees as a reflection of beauty in motion. Just as butterflies are colorful and delicate yet strong, fée’s designs capture that same balance. The brand’s aesthetic is cheerful and expressive, appealing especially to women who see fitness not as a task but as a form of self-care and creative expression.
Growth, Challenges, and the Road Ahead.
Building a fashion-forward fitness brand in the Gulf came with its share of challenges. From sourcing reliable factories to ensuring quality control, Salama faced hurdles that tested her patience and perfectionism. Many times, manufacturers struggled to interpret her unique designs, requiring multiple samples and revisions before achieving the desired result. Yet, her persistence and eye for detail paid off. Each fée product undergoes a meticulous review process, ensuring that what reaches the customer reflects her exact vision.
The brand’s popularity has already extended beyond the UAE. After a successful launch in Qatar, where products sold out within days, fée is now setting its sights on international markets. Salama’s goal is to make her brand a global name synonymous with stylish fitness wear for women everywhere. Her advice to other women entrepreneurs is heartfelt and empowering: “No idea is too small or silly. Just start. The market is full of opportunity, and people will connect with your work if it comes from the heart.”
fée (flywith.fee) is more than a fashion label; it is a celebration of strength, femininity, and freedom. Through creativity and authenticity, Salama Alketbi is proving that even the simplest ideas—like colorful grip socks—can take flight and inspire a movement.
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