We're Chiara
and Alice.

Chiara and Alice are the founders of SOOL.
Before SOOL, there was a story.

Some people grow up in one place. They grew up across many.
Born in Italy, raised between Switzerland and Southern Italy, formed in Milan and shaped in Dubai, their path was never linear.
Moving between cultures taught them early how to observe, adapt, and notice what others often overlook. That instinct became their language.

Their paths first crossed at Istituto Europeo di Design in Milan, where they both studied Fashion Communication.
A meeting that, at the time, felt almost incidental.
A few years later, they went their separate ways, each embarking on a different journey.

And then, unexpectedly, they met again in Dubai, a city they had both chosen for different purposes.

A coincidence, perhaps. Or simply timing finding its way.

Different reasons had brought them there, yet it all felt almost intentional, as if something unseen had aligned their paths once more.

There, working in the luxury industry, they discovered something deeper.
A city defined by beauty, ambition, and vision, where aesthetics are everywhere, but meaning is what truly sets things apart.
And they realized that behind every powerful brand, there is always something beyond the surface, something you don't just see, but feel.

SOOL was born in that space.
The name Sool echoes soul, intentionally, yet belongs nowhere. No language, no culture, no definition. Only meaning.

This is what we make it mean: the force behind what you see.