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DUBAI: Steps toward a greener lifestyle can start with simple wardrobe choices. As sustainability initiatives pick up speed in the Middle East and North Africa region, consumers are becoming savvier about truly creating change. For the founder of activewear brand Ido Movement, sustainability is an essential core part of the value chain.

Sandhya Lalloo-Morar, a South African mum, has come up with a sustainable clothing brand that focuses on purpose, not trend.