UAE-Born Brand, Rawform Launches KnitForm, A Seamless Modal Collection Built For Real Life In Real Heat
In a category long dominated by synthetic fabrics, trend-led design, and a one-shape-fits-all approach to comfort, UAE-born innerwear brand Rawform is taking a different path. Following its debut earlier this year, the brand introduces KnitForm, its second collection, including a seamless Modal bra and brief designed for everyday wear in the realities of the region’s climate.
Launched in January 2026, Rawform was built on a simple premise: the layer closest to your skin should work with your body, not against it. While global innerwear brands have largely focused on aesthetics or performance marketing, Rawform positions itself in the space in between, creating pieces that can be worn from morning through to night without discomfort or distraction. That intention is summed up in the new campaign line for KnitForm: Nothing Between You and Your Day.
KnitForm builds on this foundation through a seamless, one-piece knit construction that removes joins, pressure points, and rigid structure. Crafted from a Lenzing™ Modal blend and OEKO-TEX
Standard 100 certified, the collection balances softness with durability, offering breathability, moisture-wicking properties, and temperature regulation suited to heat and humidity. The result is innerwear designed to move with the body across different moments of the day, from work to movement to downtime.
The KnitForm collection includes a seamless bra and mid-rise brief in Miso, Cocoa, and Ink, available in sizes S to XL. Bras are priced from AED 245, with briefs from AED 85, and are available exclusively online at rawform.co. Inclusivity has also informed the development of the collection, with sizing extended to include XL and design adjustments such as wider straps and additional support built into the product, rather than simply scaled up.
For Rawform, comfort is not a tagline but a design principle. “Too many brands design for the hanger, not the body,” says the Founder, Clarisse Mar. “Comfort is often reduced to softness, when it’s really about breathability, fit, and how a piece performs over time. This philosophy is reflected in the collection’s wire-free construction and considered fabric blend, combining plant-based fibres with stretch and recovery for long-term wear.”
The approach is shaped by the realities of the region. In a market where layering and long hours in high temperatures are part of daily life, fabric performance becomes essential rather than optional. Rawform responds by prioritising breathable, skin-friendly materials such as bamboo and Modal, offering an alternative to the predominantly synthetic options that currently dominate the category.
The launch comes at a time when consumer behaviour is shifting, with growing demand for plant-based materials and more considered purchasing decisions, particularly in categories that sit closest to the skin. Rawform is answering this shift as a UAE-based lifestyle apparel brand crafting innerwear and everyday essentials from naturally breathable, plant-based fibres, designed for comfort, movement, and life in warm climates. For more information, visit rawform.co and @rawform.co.