The Story Behind Athala

As a teenager, our founder Russul always dreamed of one day having something of her own in the fashion world - something that carried her name, her vision, and a story she could truly call hers. At the time, it felt like nothing more than a distant dream, almost impossible to imagine becoming a reality.

More than a decade later, at just 25 years old, that dream became Athala.

After a year of planning, designing, learning, and building behind the scenes, Russul founded Athala - a brand born from a dream she had carried with her since she was a little girl. Even now, a part of that little girl still has to pinch herself.

But Russul didn't choose just any part of the fashion industry. She could have gone down the path of high-end modest wear, as many brands do nowadays, but she wanted to build something rooted in a genuine passion of her own: fitness, movement, and modesty.

Russul was never the fittest person in the room. In school, she was often chosen last for sports teams and wasn't considered particularly athletic compared to the other children in her class. She didn't grow up in an athletic family, and sports were never a major part of her childhood. And when she did participate, she wasn't exactly the best at them.

But that changed.

At 18, Russul began going to the gym on and off. It wasn't until around the age of 22 that something shifted. She became more consistent, developed a genuine love for fitness, and discovered just how much movement could become a part of her life.

And that's where Athala began to take shape.

Because Russul may not have always been the most athletic person in the room - but she was in the room.

She understood what it felt like to start from the beginning. To feel out of place. To be the person who didn't necessarily see herself represented in fitness spaces. And, as a modest woman, she also understood the struggle of wanting to feel confident and comfortable while staying true to her values.

Finding modest activewear that ticked all the boxes wasn't easy.

There were modest activewear options available, but many came from large companies where Russul never quite felt that personal connection. She wanted something different - something created with the modest woman in mind from the very beginning. Not simply an adaptation of existing activewear, but clothing intentionally designed for women who want to move, train, and feel confident without compromising their modesty.

She was tired of feeling like she had to choose between confidence and modesty.

Then, on November 15th, 2024, just three days after undergoing surgery, Russul found herself bedridden and unable to train or return to the gym for weeks.

Ironically, it was during a time when she physically couldn't do what she loved that she began building something for women who wanted to do exactly that.

From her bed, Russul began designing.

What started as an idea quickly became something much bigger. The weeks she spent unable to move gave her the time to think, create, and begin putting her vision onto paper. What she initially saw as a distant dream was slowly becoming a tangible reality.

The journey that followed was far from easy. There were countless decisions, setbacks, lessons, moments of doubt, and days when the process felt overwhelming. Building Athala was never as simple as having an idea and bringing it to life. It required patience, resilience, and a willingness to keep going even when things didn't go according to plan.

But Alhamdulillah, the idea that began from her bed eventually became something real.

In August 2025, Athala launched.

What began as a little girl's dream became a brand built from lived experience - for the woman who wants to move without compromising who she is, for the woman who may not have always felt like she belonged in the room, and for every woman who deserves to feel confident while staying true to her values.

Athala is more than just activewear. It is a reminder that you don't have to fit the traditional image of an athlete to belong in the fitness world.

You just have to be willing to step into the room.

And this is only the beginning.