In this conversation with the sisters behind Outborn Generation, Maya and Deema speak on their journey of starting the brand and their vision for the future of Arab fashion.

Born and raised in Dubai to a Syrian family, sisters Maya and Deema always knew they wanted to build something together. Although Maya pursued architecture and design while Deema built a career in strategy and consulting, they shared a common ambition: to create a platform that celebrates the creativity of the Arab world.

That vision became Outborn Generation, a marketplace dedicated to showcasing independent Arab brands while helping consumers discover the stories behind the designers. Since launching in early 2025, the platform has become a growing community built on culture, creativity and conscious consumption.

While exploring independent Arab brands, Maya and Deema realised there was no single destination bringing contemporary designers from across the region together.

"Growing up, we were constantly discovering incredible Arab brands, but it always felt fragmented. There was no single destination where people could explore contemporary designers and independent brands from across the region. We launched Outborn Generation to change that."

Building the business together has only strengthened their bond. Maya leads the creative vision, branding and customer experience, while Deema focuses on strategy, partnerships and growth.

"Building a business together has been one of the most rewarding experiences of our lives. We have an incredible level of trust and honesty because we've known each other our entire lives. We challenge each other's ideas, but always with the shared goal of building something meaningful."

For the sisters, Outborn Generation has always been about far more than shopping. It is a platform designed to celebrate Arab creativity while encouraging people to discover the stories behind the brands they support.

"From the beginning, Outborn Generation has represented culture, creativity and conscious consumption. We wanted to prove that supporting local brands doesn't mean compromising on quality, design or luxury. Every brand on our platform has a story, and every purchase supports someone's dream."

They believe today's consumers are looking beyond products alone.

"Culture and identity are becoming the new markers of luxury. Consumers increasingly want to know who made what they buy, where it came from, and what it stands for."

One of the biggest challenges in the early days was earning the trust of brands before the platform had an established reputation, reinforcing the importance of transparency and meaningful relationships.

"We quickly learned that businesses are built on relationships before they are built on sales. Listening, being transparent, and consistently delivering on our promises became the foundation of our partnerships."

The sisters say their proudest moments have come not from milestones, but from hearing designers and customers recognise the need for a platform dedicated to Arab brands.

"Those moments remind us that we're building something bigger than a marketplace—we're contributing to a movement that champions the incredible talent coming out of our region."

Their advice to aspiring entrepreneurs is simple:

"Don't wait until everything feels perfect. Launch sooner, listen carefully, and keep improving."

Outside of work, Maya and Deema find inspiration through travel, architecture, design and discovering local businesses, experiences that continue to shape the future of Outborn Generation.

Looking ahead, they hope the platform becomes the leading global destination for discovering independent Arab brands while continuing to champion founder storytelling.

"Long term, we hope Outborn Generation becomes the leading global destination for discovering independent Arab brands. More than an online marketplace, we want to build a platform that champions creativity, connects cultures, and helps reshape perceptions of Arab fashion and design around the world."