Dubai, United Arab Emirates, June 24, 2021:  Independent British eyewear brand, DMY BY DMY, is now available for the first time in the Middle East at THAT Concept Store in the Mall of the Emirates. Created by Majid Al Futtaim as a one-of-a-kind destination, THAT Concept Store hosts over 150 luxury labels from regional and international designers as part of its ever-evolving collection. The beautifully curated spaces takes shoppers on a complete lifestyle journey from fashion to accessories, beauty to food, art to fitness, offering an integrated approach to luxury retail. 

 

The coveted sunglasses label – loved by celebrities from Bella and Gigi Hadid to Kendall Jenner and Kourtney Kardashian – was founded in 2018. The brand’s goal was simple: to create high-quality, affordable sunglasses for the modern woman. Durable and lightweight, each frame is crafted from cellulose acetate or stainless steel for extraordinary eyewear that’s built to stand the test of time. 

 

'I’m thrilled to be launching in the Middle East at THAT Concept Store. DMY BY DMY has already had such a positive response from online communities across the region so it’s exciting to now have a physical presence within what is undoubtedly one of the most innovative and exciting shopping destinations in the UAE,” revealed Founder and Director of DMY BY DMY, Demi Yip. “As a brand, we strongly believe in the importance of physical retail spaces and the way in which they allow for the formation of meaningful relationships between brand and consumer. We're very fortunate to now have the opportunity to connect directly with an audience of contemporary, creative and modern shoppers within the UAE.”

 

As well as hosting exclusive and luxury labels, THAT Concept Store offers an elevated retail experience for shoppers with its wide array of services including a gym, art gallery, restaurants and dry cleaners. Sunglasses, hair cuts, yoga classes and delicious bites can all be found in the same retail space, which is located on Via Rodeo in Mall of the Emirates for anyone wishing to explore it themselves.