Since moving to Dubai in 2010, Benjamin Hagen has found a deep, almost meditative connection with the Hajar Mountains, a rugged stretch between the UAE and Oman that contrasts starkly with the sleek, polished facades of the city. “To me, the Hajar Mountains are grounding,” one of the co-founders of homegrown sportswear label Atlas Collectif shares. “It’s a place that strips everything down to essentials—no glamor, no frills, just nature in its purest form.” Inspired by these landscapes, the designer unveils the brand’s latest collection, aptly named Al-Wudiyan Al-Jariyah, or “the flowing valleys” in Arabic, an ultra-cozy offering dedicated to runners and hikers.
The Wadi Capsule’s muted beige and gray tones mirror the rugged terrain of the Hajar, offering a raw and unfiltered beauty often overlooked in typical depictions of the Middle East. Each piece in the collection reflects the founders’ hope to offer a different perspective to their audience, one that inspires reconnection with nature in its simplest, most serene form. The collection is punctuated with graphic tees, bucket hats, and running shorts all crafted out of recycled polyester and breathable bamboo cotton.
Atlas Collectif’s commitment to sustainability runs just as deep as their connection to the land that inspires them. Although Hagen acknowledges that “achieving 100% sustainability isn’t feasible,” reducing the brand’s environmental impact is a priority. His approach to sustainability is refreshingly honest—no grand promises, just meaningful steps forward. From biodegradable packaging to recycled polyester made from plastic bottles, every material choice is a step in the right direction, even if it costs more. Organic cotton, grown without harmful chemicals, is another key material, chosen for its lower environmental impact. “Our team is constantly scouting for innovative fabrics and techniques to push our sustainability goals even further,” he tells MILLE. It’s an ongoing journey, one that’s as much about choosing the right materials as it is about working with manufacturers who align with their ethical values.
Hagen and his co-founder, Hugh Koh’s experiences working with brands like Carhartt WIP and The Hundreds in places as varied as Europe, the Middle East, and Asia have shaped the brand’s approach to design. “Running unites people for different reasons, whether for mental clarity, personal goals, or a sense of community,” he explains, emphasizing that Atlas Collectif’s mission is to honor this shared journey. Rather than being a brand for elite athletes or specific demographics, it’s a platform for expression, one that brings together local inspirations and a global community of runners who all connect with the brand’s purpose and authenticity.
Atlas Collectif officially launched in early 2023, though the idea took root in 2020. From the outset, it was clear that the brand would be a deeply personal project, informed by the founders’ and team’s creative backgrounds in fields like music, design, and architecture. “It wasn’t a case study or a business trend we followed; it was about designing pieces that resonated with our lives and those of our community,” he says, explaining how the name Atlas Collectif embodies their vision of a global collective, celebrating individuality while bridging cultural gaps.
Their creative approach has shaped two distinct lines: the sportswear line, which explores bold graphics and prints, like those in the Wadi Capsule, and a performance line, focused on functionality and an understated aesthetic. Each collection is like a world of its own, designed with specific geographies and cultural references in mind, making Atlas Collectif a brand with both soul and style.
For young designers aiming to create responsibly despite limited budgets, the founder offers some advice. “While full sustainability is nearly impossible, each intentional decision, from quality fabrics to ethical sourcing, adds up.” He believes that even small changes, like switching to biodegradable packaging, can make a meaningful difference. Thoughtful decisions, like using durable materials and opting for fabrics that don’t require harmful chemicals, are ways to build an eco-conscious brand over time. “It’s natural to keep sustainability as a question mark throughout the creation process,” he adds.
Following their launch at Dubai concept store Good Life, Atlas Collectif has some exciting projects in the works. They’re in the midst of testing a women’s range for the performance line, along with a new men’s performance collection, which friends in Chile are currently putting to the test during a 500km relay through the Atacama Desert. “Beyond that,” he hints, “we have some exciting projects and localized capsules in the works… but you’ll have to stay tuned for those.”
