DUBAI, July 1 (Saudi Arabia Breaking News) - Georgina Rodriguez launched Mimoa, a Dubai-based direct-to-consumer activewear and lifestyle brand focused on everyday basics for women.

The brand’s first collection includes 27 styles priced under 100 euros, or about $125, with the company saying it aims to make premium activewear and lifestyle wear more accessible.

Mimoa is expected to expand to 91 variations once all colours and lengths are introduced. Leggings will be offered in regular and tall sizes.

The brand was created with the tagline “For Every Moment” and is designed for women moving between training, work, family life and rest.

Rodriguez, the brand’s founder and creative director, said Mimoa was created to fit the way women live across different moments, body shapes and daily routines.

The company is launching without wholesale partners, using a direct-to-consumer model that it says allows it to keep prices under 100 euros.

Mimoa is headquartered in Dubai and manufactured in Turkey. The brand launched on Tuesday and ships globally through its website.

The launch coincides with the FIFA World Cup in the United States, Canada and Mexico, where Cristiano Ronaldo is making his sixth appearance for Portugal.