Our Approach
The unique aspect of The 138 Approach lies in our use of AI as our Co-Pilot. Through countless iterations, careful design, and intentional prompting, we have developed a framework that is not only evergreen and sustainable, but also takes inspiration from the principles of Modularity in bio-mimicry.
The "1" in 138
Our Core Principle
Wearable Wisdom - Creating apparel that encapsulates our journey towards enlightenment, each piece is a testament to mindful living, purposeful action, and empowering influence. Join us in wearing the change we aspire to see.
The "3" in 138
Our Foundational Pillars
Pillars that lay the foundation of deep wisdom.
Intention
Our journey of building the brand embraces intention and purpose, guiding us towards positive change and grand visions.
Awareness
Fostering a mindful recognition of our shared existence, grounded in empathy for every form of life.
Influence
Inspiring individual and collective strength to drive positive change in society and the environment.
Our designs are a tangible manifestation of these core values, making every piece a personal and powerful statement
The "8" in 138
Our Essential Pathways
Curated Pathways to Cultivating Everyday Wisdom
Seed
Cultivating Core Values, Planting Purposeful Intentions
Roots
Grounding Oneself in Mindfulness, Community, and Heritage
Bloom
Catalyzing Courage and Self-Expression through Style
Harvest
Reaping the Fruits of Intention through Mindful Consumption
Nurture
Practicing Care, Patience, and Tenderness with Ourselves and Others
Flourish
Setting and Achieving Goals Aligned with Purposeful Living
Cultivate
Taking Mindful Action to Foster Social and Environmental Wellbeing
Garden
Nurturing Personal Growth and Compassionate Communities
The Path of The 138 Way
began with 1 step
Starting Small, Dreaming Big
Our story at The 138 Way is all about making a big difference starting from small beginnings. It began with a simple yet powerful concept: to make meaningful products.
embracing failures
Every Step, A Growth Story
From our humble beginnings, we've embraced every challenge as an opportunity for growth, inviting you to join us in this journey of mindful evolution in fashion and life.
Moving forward
Growing Together
Now, we are creating a space where we come together to celebrate our stories and cultures, learn new things (like AI!), and support each other. It’s about building a community where every day is a new opportunity to learn, connect, and grow.
Meet The Founder
Mahmoud al juaidi
Pivot. Pivot. Pivot.
In 2016, I opened a laundromat in Dubai and grew the brand to five retail branches, and quickly became the highest and fastest growing on JustClean, the leading laundry marketplace app. In March 20', the lockdown changed things.
Our customers swapped suits for sweats and no longer needed ironed shirts. It was a tough period, and in Aug 20', I had to wind down my operations. I gave myself a choice: work for another startup and contribute to its growth, or start a new venture in pursuit of meaning.
Mahmoud al juaidi
The Birth of The 138 Way
Realizing the importance of purposeful work, I founded The 138 Way - an online apparel brand dedicated to elevating our closets with wearable wisdom, and inspiring you (and me) to align our fashion choices with values that matter us, and that helps us shine inside out.
Join The Journey
What began as a singular seed has flourished into a collective garden.
Together, let's plant more seeds of everyday wisdom into the very fabric of fashion.
EXPLORE THE COLLECTIONS
Shop all products below from T-Shirts to Hoodies in a range of styles
