For UAE-born entrepreneur Ali Hassoun, style is inseparable from life itself. “I build spaces and experiences that bring people together,” he says—a philosophy that shapes not only his wellness club but also how he presents himself to the world.
He launched PEAQ, the Middle East’s first social wellness club, to fill a gap he experienced personally. Wellness in the region often leaned toward either pure functionality or aesthetics—rarely both. “Real life doesn’t work like that,” he explains. “You train, you recover, you socialise, and sometimes all in one day.”
“What made PEAQ work is that we built it around behaviour, not just the offering. It’s a place where performance, recovery, and culture sit in the same room. People don’t just come for a class; they come because it fits into how they want to live,” he added.
The same philosophy guides Hassoun’s personal wardrobe. Clothing, he believes, should keep pace with the body; with that foundation, everything else follows naturally. His day begins in minimal, comfortable pieces before transitioning into structured outfits for meetings, site visits, or time on the club floor. Comfort and function are essential, without ever sacrificing refinement.
Rather than looking to individuals for styling inspiration, he draws cues from cities: Paris for structure and restraint, Beirut for ease, and Dubai and Istanbul for pace, where a day can shift seamlessly from business to social. That constant transition shapes his approach to style as something adaptable, requiring little conscious thought.
His attire favours simplicity—neutrals, black, and earthy tones, all chosen to work together without friction. Hassoun thinks in systems rather than statements: a strong capsule wardrobe matters more than individual items. At its core, it’s a well-fitted pair of trousers, a clean T-shirt, and a jacket that anchors the look. The true value lies in how everything functions as a whole. When the system is built properly, getting dressed becomes effortless, reducing decision fatigue and allowing him to focus on the day.
That clarity extends to how he approaches trends. He values quality and longevity over novelty, seeking better fabrics, cleaner cuts, and less excess. He recognised early how wellness would shape fashion, and he built that philosophy into PEAQ, where performance, recovery, and lifestyle converge.
Even in accessories, the approach is subtle and deliberate. Wearable technology offers insight into sleep, recovery, and performance, while he balances it with pieces that endure: an Audemars Piguet watch, shoes that can move from a construction site to a meeting, and minimal branding throughout. Fragrance follows the same logic; he wears scents that are fresh and warm, close to the skin rather than announcing themselves.
Here, he tells Esquire about his 3 Fits…
Look 1
Brown isn’t a colour I usually wear, but there’s something about this combination that feels approachable. The relaxed fit of the trousers, paired with the soft knit, keeps it effortless. It’s the kind of outfit that shifts easily from a morning meeting to a casual coffee without feeling out of place.
Look 2
Sharp and structured. This is what I wear when I want clarity and confidence in my meetings. The navy suit provides a strong foundation, while the white T-shirt keeps it grounded and modern. Boots add an edge.
Look 3
This is my baseline. Clean, simple, and entirely reliable. Black allows the day to feel orderly and focused, like a reset button I can depend on. The silhouette is straightforward, the fit precise, and it works in any context, from the office to meetings.
PHOTOGRAPHY BY ALWEE VILLAROSA