Dubai-Based Fashion Brand: What Remains

We at The Modern East are definitely fashion lovers – which is why it is a pleasure for us to present this Dubai-based fashion brand to you that we are absolutely obsessed with! From the concept behind the brand to the pieces – What Remains is definitely a force to be reckoned with in the Fashion industry. What Remains is all about creativity, modernity, and simplicity in design. The brand is a community that welcomes people who view fashion as a way of self-expression and would be intrigued to be a part of a unique and exclusive concept. Interested? Keep reading!

How it All Came About

Credits: Instagram (

What Remains is a new-born fashion brand that came to life through three childhood friends Ayman Eltoum, Mehmet Kayali, and Mohammad Bin Khatam after a post-graduation slump wondering what career path to take during the unfortunate circumstances of the pandemic. During an outing to none other than the fashion hub that is the Dubai Mall, a revelation became quite clear to them. “After thinking and thinking, we realized that the answer is closer than we think,” Ayman tells us, “We’re literally surrounded by something that the three of us are passionate about, clothes. It was at that moment when we decided that we want to start a clothing brand.

Since the brand has taken off and amassed over almost 2000 followers on Instagram since the account’s launch in January, and they have dropped some never seen before pieces with killer concepts.

Inspiration Behind the Brand

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Inspired by the complexity and variety of human experiences and emotions, What Remains is a streetwear brand based in Dubai, United Arab Emirates that illustrates these concepts through various fashionable collections.

“Our love for fashion is most likely influenced by hip-hop/R&B culture and sports,” Ayman tells us, “We have always admired how certain celebrities dress up. Artists such as Kanye West, A$AP Rocky, Rihanna, Chris Brown, and athletes such as Neymar, Paul Pogba, Lewis Hamilton, Conor McGregor, Russell Westbrook (and many other NBA stars) are all examples of people who we admire not only for their craft but also for their fashion sense.” After their interest in fashion had grown, the team began to look at the masterminds behind the clothes that these celebrities wear. “Designers like Jerry Lorenzo, Nigo, Virgil Abloh, Raf Simons, Hiroshi Fujiwara, and Samuel Ross are some of the people we look up to and try to learn from.”

When it comes to What Remains itself, the team draws inspiration from various streetwear and luxury brands such as Stussy, Aries, Daily Paper, Fear of God, Balenciaga, Mason Margiela, Gucci, Dior, and many more. “We learn from the best in order to be able to compete with the best. More importantly, we draw inspiration from people. We are surrounded by talented people who are looking for an opportunity to showcase their talent and share it with people.” Ayman says.

The Impact of Telling a Story

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Resembling a book, the brand constitutes of “chapters” that correspond to different collections while their logo resembles a bookmark that corresponds with these chapters and the idea of telling a story as we all have a story to tell. The brand depicts that sometimes it is difficult to share a story with just words and through its pieces, it allows its customers to share their stories in a variety of ways – one being self-expression through the means of fashion. 

“Regardless of how a story is shared, it remains a story, and every story has a valuable lesson,” Ayman says, “The more people share their stories, the more lessons we learn. Through these stories, we could be inspired and motivated to achieve what other people have achieved. Through these stories, we could gather the power and patience to go through tough times as others have. Through these stories, we could learn to love and cherish what we have.”

The brand focuses its efforts to serve as a platform through which people can share their stories and talents by featuring people who they see are talented in their content. “Everyone has a story that we could either learn from or be inspired by whether it is an individual, group, or even a particular culture. Stories and talents are the fundamental pillars of What Remains,” Ayman tells us.

The Pieces


Credits: Instagram (

The pieces What Remains produces serve as the lines of prose through which an emotion, experience, or theme is described. What Remains’ character is molded by a simplistic cohesion between street fashion and luxury apparel. “Every piece is special to us because each one has an inspiration behind it,” Ayman says. “Every piece we make requires thought and attention to detail, so it is very difficult to pick a favorite one.”

The Bookmark T-Shirt

This piece in particular highlights our icon and is the perfect T-Shirt to wear on a day where you know you will do something memorable.

The Bookmark Button-Up

The Bookmark Button-Up is a shirt that features a back pocket, which is something unique, just like the person who’s wearing it. It also has a colorful reflective bookmark and pocket outline which indicates that although things may seem dark, they are bright and colorful if a little bit of light is shed on them.

The cover page hoodie

This hoodie is inspired by the fact that you are the author of your own book and that you can be whoever you want to be.

The Introduction Denim Jacket

This jacket uniquely comes in 2 halves, one red and one black which is a way to convey that there are two sides to every story.

Accolades and Moving Forward

Credits: Instagram (

What Remains has already created many opportunities. “We were able to connect with people and share our creative ideas with them. We were able to meet new people who have so much talent that isn’t recognized to the extent that they are supposed to be recognized. We were able to meet certain influencers who loved the idea of our brand and our designs, and we collaborated with different talents,” Ayman says, “For us, to be able to share our ideas and to create a platform for people to share their stories and talents is the biggest and most important opportunity.”

What Remains is a process. The bigger the brand gets, the clearer the image becomes, and the greater the impact on society becomes. It is a community where people feel comfortable sharing, and this community will continue to grow. “We are ambitious, and our standards are high. We aim to become a leading name in the streetwear fashion scene not only in the region but also internationally. For now, we are focusing on doing our job and building the brand to achieve its limitless potential,” Ayman says.

To follow What Remains Along on this limitless journey, follow them on Instagram, and if you’re ready to share your story, shop What Remains’ first chapter “Introduction” here now.


Omaya Michelle

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