Content by the Buzz Businesspartner, Gianfranco Zani, a fabric and textiles guru,
researching textiles and nanotechnology, and fi nally
we trademarked our own high-performance fabric. To
touch, it feels like a luxurious and delicate silk, but it is
machine washable. It controls body temperature and
keeps people cool, it wicks moist ure, and it neutralizes
odor. It looks and feels great and it is comfortable.
With our innovative fabric, we are redefi ning luxury.What are your design insp irations?
Some of our designs are infl uenced by Saudi culture.
The parka is our most versatile piece. You can wear
it as a dress, as a cover-up, or as an abaya. We can
put together a set of fi ve pieces for any woman in the
world that allows her to go from New York to Riyadh,
from the plane to Pilates, from her offi ce to a dinner
with friends, without sacrifi cing her individuality or time.
Our designs are minimal and simple, allowing every
woman to look unique because of how they st yle it.We believe nothing should come between a woman
and her day. Our tagline is “don’t change.” It doesn’t
just mean don’t change your outf it—it also means
don’t change who you are. Women
do not need to sacrifi ce their
own st yle in order to lead an
act ive, fast -paced life.What does SITA’s
success say about
Saudi Arabia today?
The support that women
are receiving in the
country is amazing.
SITA’s success is proof
that the government’s
initiatives to develop the
female talent in the Kingdom
are promising and prosp ering.
Change is coming very fast.
It is exciting to be part
of this transformation.year, she followed up by launching
SITA, an upscale women’s fashion brand
that meets modern needs for clothing
that is versatile, subtle, and st ylish.
Since the launch, sales of SITA’s
premium and unique clothing have
exceeded expect ations. Concealed
high-performance features are
helping to est ablish SITA as a go-to
brand for outf its that can be worn
on almost all occasions, from a
business meeting to a Pilates class.
While women from around the world
are buying SITA’s clothes, the act ive
woman is its target market. Clearly
st riking a chord with today’s energetic
and asp irational Riyadh women, SITA’s
performance wear and everyday
apparel have become the clothes of
choice for the new Saudi Arabia.
You st arted out as a gym owner.
Why did you expand into fashion?
My life as the co-owner of KORE and
as a Pilates teacher took me from
fi tness st udios to business meetings
to airports to social engagements.
On any given day I had to go through
multiple outf it changes. I had trouble
fi nding versatile apparel appropriate
to any occasion and act ivity. One day
in January 2018 I woke up and decided
to create a line that is elegant but
pract ical and timeless, that can take
me from day to night without losing
valuable time going home to change.
How does SITA’s clothing
manage to be suitable for all
these diff erent occasions?
Typical act ive wear is not appropriate
for a business meeting. The challenge
was to develop a fabric that would be
suitable for all occasions. I traveled
the world with my co-founder and
Q & A
SITA outf its are designed to be
worn for a Pilates class as well
as a business meeting