Copenhagen-based fashion label Soulland announces its entry into the Middle East
with the opening of its first Dubai store at Dubai Hills Mall this summer, marking a new chapter
in the brand’s international trajectory.
Founded in 2002, Soulland has built a global following through its distinct balance of Scandinavian
design principles and craftsmanship, shaped by a deep connection to art, music, and youth culture.
Bridging refined tailoring with relaxed silhouettes, the brand approaches fashion as part of a wider
cultural conversation, extending beyond clothing into community and creative exchange.
The Dubai opening signals a considered step into a region where a new generation of creatives is
shaping its own visual and cultural identity. Soulland enters this landscape with an intention to
engage with the city’s evolving ecosystem, where fashion moves in dialogue with architecture and
music.
Located in Dubai Hills Mall, the store will serve as Soulland’s first physical presence in the Middle
East, introducing its collections to an audience attuned to both global perspective and local nuance.
The space reflects the brand’s Copenhagen roots, defined by clarity and restraint, while opening
the door to interpretations shaped by its regional context.
“Dubai is a city where different cultures and ideas coexist,” says Jacob Kampp Berliner, Founder
and CEO of Soulland. “For us, it felt important to enter this environment in a way that is thoughtful
and long-term, to build connections over time.”
With a background in graffiti and youth culture, Berliner has developed Soulland into an
internationally recognised label that moves fluidly between fashion and the broader creative
landscape. His work continues to explore how clothing can act as a medium for cultural exchange,
shaped by global influence and local context.
Soulland’s arrival in Dubai reflects a broader shift in the global fashion landscape, where emerging
cultural capitals are redefining how brands expand, with authenticity and community at the center
of long-term relevance.
The Dubai store will open in Summer 2026 at Dubai Hills Mall.