Soulland, the Copenhagen-based fashion label, will open its first store in the Middle East at Dubai Hills Mall this summer, the brand has confirmed.
The opening marks a new chapter in the expansion of the label, which was founded in 2002 and has since built a following across markets through its combination of Scandinavian design and connections to art, music and youth culture.
The brand is known for bridging tailoring with relaxed silhouettes and for positioning fashion as part of a wider conversation that extends beyond clothing into community and exchange.
Jacob Kampp Berliner, founder and CEO of Soulland, said the decision to enter the region was made with a view towards building a presence over time rather than pursuing short-term visibility.
“Dubai is a city where different cultures and ideas coexist. For us, it felt important to enter this environment in a way that is thoughtful and long-term, to build connections over time,” he said in a statement.
Berliner, who has a background in graffiti and youth culture, has developed Soulland into a label that operates across fashion and the wider landscape of art and music. His work continues to explore how clothing can function as a medium for exchange, shaped by influence from both international and local contexts.
The store at Dubai Hills Mall will serve as the brand’s first physical location in the region, introducing its collections to consumers in a market where a generation of creatives is shaping its own identity across fashion, architecture and music.
The space will reflect the brand’s Copenhagen roots – defined by clarity and restraint – while remaining open to interpretation shaped by its setting in Dubai.
The Dubai store is set to open in summer 2026.
