At our core
F5 is a sustainable athleisure brand built on comfort, versatility, and global appeal. Every piece is made from 100% organic cotton and GOTS-certified fabrics, consciously crafted to last beyond trends.
At F5, sustainability isn’t a passing Instagram trend — it’s the core of who we are. Our mission is to spark a culture shift, helping people understand why conscious fashion matters and making it easy to live that value every day.
Our Story
F5 was founded by Sarisha Ved at just 15 years old. What began as a passion project quickly grew into a purpose-led brand that uses fashion as a force for good — fueling education, uplifting communities, and protecting the planet.
Inspired by her global travels and guided by the vision of her mother, Sima Ved, Sarisha set out to reimagine what fashion could look like: sustainable, creative, and empowering.
Radical Transparency
In partnership with Fairly Made, F5 launched the GCC’s first digital passport for fashion.
Each product carries a scannable QR code, giving customers full access to the story behind their clothes: from sourcing to production to social impact. With this, we’re setting new standards of accountability, transparency, and consumer empowerment in the region.
Proudly UAE
Our collections are proudly designed in the UAE, capturing the energy, creativity, and cultural diversity of the region. Based in Dubai, one of the most vibrant and fast-moving cities in the world, our in-house design studio creates pieces that reflec t the pace and personality of modern life. We par tner with local manufac turers who uphold the highest standards of quality and durability, with our collections partially produced in the UAE. We support local and regional talent, reduce our carbon footprint, and deliver collections that celebrate our local roots.
TONE OF VOICE
Expressive. Modern. Purposeful.
At F5, our voice reflects who we are — sharp, relatable, and built to connect. We don’t just speak to our community, we speak like them.
On Tees → bold, witty one-liners that make a statement and carry meaning.
On Social → modern, snappy, and culture-aware. Short captions, trending language, always authentic.
Always → expressive and approachable, youthful but intentional — never corporate, never overdone.
Our words move like our clothes: versatile, modern, and purposeful. A voice made to be heard, shared, and remembered.
