We’ll remember the line long after the launch. On the day Neotech Collection launched in our Dubai Mall store, people formed up early—calm, excited, and curious in that way only real product people are.
You could feel it in the small things: friends comparing notes on what to try first, someone scrolling the lookbook on their phone, while other chatting quietly. The reflection of the store’s neon glow and campaign visuals lit up the wait, making the anticipation almost tangible.
It wasn’t noisy or chaotic—it was calm, steady, and confident, like everyone knew they were there for something worth the time. That queue said more about what Neotech means than any headline ever could.
Born in Dubai, Built for the World
We’re a Dubai brand through and through—born here, built here, and shaped by the pace of a city that doesn’t tiptoe toward goals. From day one, the ambition has been simple and bold: to become the most desirable gymwear brand from the East. That’s why the Dubai Mall turnout meant a lot to us.
It felt like our home base looking us in the eye and saying, “Keep going.” And even as the line moved, our phones lit up: the very first online early-access order landed from Australia. Same hour, different hemisphere. That’s the kind of global energy we train for.
Neotech: Responsible Fabrics, Real Performance
So, what drew people to queue? Neotech is not just a new set of styles—it’s our biggest step toward performance that feels natural on skin and dependable under effort. We built Neotech on three fabric pillars, each chosen to solve real training problems without compromising comfort:
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Supernaturals (powered by Sorona®): a plant-based performance fibre that delivers high-function comfort with a soft, natural hand-feel. It stretches, recovers, and holds shape, so you can move without the “plastic” feel some tech fabrics bring.
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Spacer fabric (wood-pulp viscose blend): a 3D knit with two outer layers separated by a fine spacer yarn. This creates a light “microclimate” between fabric and skin—breathable, lightly structured, and steady under heat. Think tactile climate control you can actually feel.
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ACTDRY® technology (cotton-blend): moisture-wicking innovation blended with cotton, so your tee dries fast like performance wear but still feels like your favourite everyday top. It’s the answer to the “I love cotton, but I sweat” problem.
Across the collection, Neotech pieces are lightweight and airy, which means less sticking, fewer distractions, and more time in your zone. The colour palette stays clean, Black, Pearl White, Silver Lining with fluo yellow accents that add a precise edge.
Graphics are considered, not loud: the Neotech lens mark (insight-driven performance) and a 3D sign-off that signals a new level of detail. Put simply, Neotech was designed to go from warm-up to work, from training to life, without feeling like a costume change.
Why Neotech Feels Different
What made the Dubai Mall queue special wasn’t noise—it was intent. The same intent we’ve tried to put into every decision: pick materials that earn their place, bold silhouettes that move with you, and finish the garments with details you’ll notice months from now.
That’s also why this is the first time we’ve put these three fabric technologies side-by-side in one family. On paper, they look technical. On the body, they feel obvious: cool when you heat up, dry when you sweat, soft when you rest, supportive when you push.
What’s Next for SQUATWOLF
We’re grateful for everyone who waited, tried, asked questions, and left with something they were excited to train in. If you couldn’t make it to the launch, Neotech is available now online and in-stores. Start with a tee, add a spacer layer, or build a full kit—however you step in, you’ll feel the difference fast.
This is just the beginning. Keep an eye out for what’s next—new product drops, in-store moments, and experiences that bring the community together. If the Dubai Mall line was any sign, we’ll need extra space next time. Until then, we’ll be right here—listening, testing, and building gear that earns its place in your bag.
Performance is in our nature. Thanks for proving it with us—one queue, one session, one set at a time.
