This week, Emirates Woman speaks to Dilara Irmak, the founder and creative director of Almost Favourite, a Dubai-born movement and lifestyle brand.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’, where we speak to some incredible entrepreneurs and businesswomen, both based in the UAE and globally, to find out about their career paths that led them to where they are now, what their daily routines look like, the advice they’d give to those starting out, and the hurdles they’ve had to overcome.
As we speak with Dilara Irmak, the creative director and founder of the Dubai-born movement and lifestyle brand, she tells us how she built her brand on colour, humour and personality, and it is now expanding the product range to caps and totes. She takes us through her 5am mornings, the challenge behind getting every detail, and the advice she’d give anyone with a passion project waiting in the wings.
What’s your educational background?
I have a degree in Visual Arts and Visual Communications which really taught me how to tell a story through visuals. A colour, a typeface or the smallest material detail can immediately change how something feels. That way of seeing has stayed with me and shapes the way I approach my work.
What was your favourite subject at school?
Typography was my favourite class. I’ve always been fascinated by how changing the spacing or shape of a letter could give the same words a completely different personality.
What was your first job?
I began my career as a graphic designer at Bone Magazine in Istanbul. I was drawn to their travel content, and working there developed my appreciation for good photography.
What inspired you to launch Almost Favourite?
I love exploring new studios and trying out different classes and trainers. When I would go, I’d put thought into my activewear outfit but often struggled to find grip socks that felt like my style. I wanted something with a simple aesthetic, interesting colours and a little humour. I felt there was room for a functional piece with more personality, and that was where Almost Favourite started.
What are the key elements of your role as Creative Director?
I think about both the smallest detail and the whole experience. A colour, a texture or the way an image is framed can shape how people feel about something. My role is to bring those choices together with the team, so the original idea carries through into real life.
Talk us through your daily routine.
I’m very much a morning person, usually awake before 5am. I like to have at least half an hour to myself without my phone before heading out for a long walk, either with my best friend or an inspiring podcast. If there’s time, I’ll fit in Lagree, strength training or barre. The day then moves into design work, meetings and time at the office. In the evening, I like to wind down with a walk with my dog, Posh, and some time at home.
How did you approach the design process for the grip sock collection, balancing functionality with personality?
I started with what I want from a pair myself: a comfortable fit, a good grip and something I enjoy wearing. From there, each design takes on a different mood. Some days it’s me TIME, other days it’s Lunge Love Repeat or In My Sculpting Era. I wanted people to have that choice, just as they do with the rest of their outfit.
What advice do you have for anyone looking to follow in the same footsteps?
Give your passion project a place in your week. It’s easy to lose momentum with an idea that stays in your head and when everything else takes priority. Make a list of actionable goals. Start with something manageable: one design, one sample, one product you believe in. Then slowly chip away at it until you have something real.
Tell us a little about the brand. How did you come up with the idea and what do you aim for people to take away from it?
Almost Favourite is a Dubai-born movement and lifestyle brand. It started with grip socks and grew from my interest in design and the everyday rituals around movement. “Move with your mood” sums it up quite well. I’d like people to find something that feels like them, whether it’s a colour they love or a phrase that makes them smile.
How has expanding into caps and tote bags shaped your vision for the brand beyond the studio?
I wanted to create everyday essentials that people would keep reaching for, with the same attention to function and personality as the socks. Caps and totes felt like a natural way to bring Almost Favourite into more of someone’s day. There’s more to come, and I’m enjoying the process and exploring what that could look like.
What are your favourite elements from the collection?
The colours and the little sayings. I love combinations that feel classic but still current, and the words give each design its own character. Seeing people choose the pair that feels most like them is probably my favourite part.
What is the best piece of advice you ever received?
To trust my own judgement. I really value the opinions of people around me, but I’ve learned to take what’s helpful and give myself space to decide. Ultimately, I need to feel comfortable with the choices I make.
And what is the worst?
“Do whatever it takes to sell.” That’s never sat well with me. I believe building a brand means putting care and quality into every stage of the journey. A sale should never come at the expense of your principles, or the trust people place in you.
What has been the biggest challenge you had to overcome?
Getting the finished product to match what I had in mind. When you care about the details, everything matters, from the colour and fit of the socks to the dust bag they come in. It’s taught me to be clear about what matters most and patient with the process of getting it right
What are your goals for the future?
I’d love to bring Almost Favourite to more studios and a few carefully chosen online retailers, both in the UAE and beyond. Alongside that, I want to keep developing new products and collaborations. The aim is to make the brand easier to discover while staying thoughtful about what we create and who we work with.
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Images: Supplied
Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: emirateswoman.com
