The first Waves concept store opened at Deira City Centre shopping Mall in Dubai, marking the brand's first foray into international markets. Waves, a unique collection of sustainable, vegan, eco-friendly, stylish and colourful flip-flops has been making waves in the fashion industry since its inception in Sri Lanka in 2018.

Dubai was chosen as the top destination for the Waves concept store as it is the fashion and lifestyle capital of the world and embodies the spirit of the brand. The Waves concept store in Deira City Centre offers customers a one-of-a-kind shopping experience, where they can immerse themselves in a world of sustainable, eco-friendly, stylish and colourful products.

The brand's philosophy, "When you wear a pair of Waves, you stand to preserve the growth of the pristine and preserve it for tomorrow" is evident in every aspect of the Waves concept store in Dubai. The store is designed to reflect the brand's commitment to sustainability, with recycled and eco-friendly materials used in the store's design and decor.

Oshini Jayasuriya, Brand Manager at Waves, expressed her excitement about the launch of the Waves concept store in Dubai, stating that "from the start, Waves has been a trendsetter and we are delighted to do the same in Dubai by opening our first Waves concept store in foreign markets."

Waves products are currently available in various countries, including Australia, the UK, Germany, Switzerland, the USA, Seychelles, French Polynesia, Maldives, Qatar, Greece and Uruguay. However, the Waves concept store in Dubai is the brand's first international store, and it is expected to compete smartly with premium brands in Dubai as it occupies a niche.

The brand's commitment to sustainability is evident in its use of natural rubber and FSC (Forest Stewardship Council) certified materials in the production of its flip-flops. Waves is also the only flip-flop made of natural rubber, making it a unique and sustainable product in the market. For consumers who are interested in evaluating the sustainability of the brand, Waves products are repeatedly recognised for their eco-friendliness and quality.

Waves has won several awards for its sustainability practices, including the bronze award at the SLIM Brand Excellence Awards and the Green Brand of the Year award. The company has also invested in sustainable clothing production using yarn made from PET plastic bottles, making it the only clothing store in Sri Lanka for clothing made from plastic PET bottles.

The Waves concept store in Dubai is a step forward in the brand's journey towards becoming the world's most popular plastic-free summer flip-flop brand and one of the certified insect-free vegan flip-flops around. The brand plans to expand further with new Waves stores opening in the heart of Fujairah, Dubai's coastal area known for its beaches.

The Waves concept store in Dubai is more than just a store. It is a sustainable fashion movement taking over the world, inspiring people to make a difference by choosing eco-friendly products that are stylish, colourful and of high quality. The Waves concept store in Dubai represents a new era of sustainable fashion, and it is only the beginning of the brand's journey towards global sustainability.