Biography
Amar Marouf is a strategist, writer and artist. Based in Canada, he works at international law firm Gowling WLG with the Chief Growth and Marketing Officer in business development and marketing, leading branding and growth programmes. He previously oversaw business development for the Firm’s US relations platform. In 2025 he joined the inaugural Future50, a programme of the Global Shapers Community with the World Economic Forum’s Global Foresight Network. A regional leader for North America and a recognised advocate for futures work, Amar focuses on helping institutions take intergenerational responsibility seriously and prepare for complex futures with clarity. Before this chapter he founded and exited two ventures and represented Canada on the international stage at the G20 Young Entrepreneurs’ Alliance and the Global Entrepreneurship Congress. He was the founder and creative director of Charles Amar, a circular fashion label that grew from an Ottawa apartment to European clients and a French acquisition, and the founder of Aleteo Consulting, a boutique ESG firm that helped public and private clients turn sustainability initiatives into more than twelve million dollars in value before its sale. Amar also writes, sings and plays. His book Alleviate, translated into several languages, looks at memory and pressure. He trained as an opera singer and cellist and serves on the board of OrKidstra, a social development charity in Ottawa where he was once a student. Across these roles, his work is grounded in shared values, precision and care for excellence, with a constant focus on keeping growth human first.
PREVIOUS VENTURES
CHARLES AMAR
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Charles Amar emerged from the modest yet creatively fertile ground of a downtown Ottawa apartment, where its founder, Amar Marouf, meticulously crafted each piece by hand. This approach was not merely a choice but a testament to Marouf's dedication to sustainability and innovation, utilizing recycled textiles and fabrics sourced from thrift shops. It was here, within the confines of his atelier, that Charles Amar began its journey towards becoming a special affair in the fashion industry, particularly revered in Europe for its unique blend of creativity and environmental consciousness.
The brand's ascent was characterized by its seamless fusion of vintage and contemporary styles, an attribute that quickly captivated fashion enthusiasts across Europe. Despite its humble origins, Charles Amar's commitment to sustainability and the allure of its designs propelled it into the spotlight, resulting in significant acclaim and a rapidly growing following. This unique appeal led to the brand's expansion, notably venturing into footwear that resonated with a European flair for fashion, drawing inspiration from mid-20th-century trends.
This expansion was not just a diversification of products but a strategic move that showcased Charles Amar's ability to innovate within the circular fashion space. The brand's debut on Zulily marked a pivotal moment, showcasing its footwear and fashion line to a broader audience and underlining its potential on the international stage.
However, Charles Amar remained true to its roots, focusing on the craftsmanship and sustainability that defined its early days. This dedication caught the attention of a French LLC, leading to the acquisition of Charles Amar in 2022. This transition marked a new chapter for the brand, embedding it within the prestigious Fédération de la Mode Circulaire and further cementing its role in the sustainable fashion movement.
Reflecting on Charles Amar's evolution from a small, visionary project to a brand that captured the imagination of the European fashion scene, it's evident that its journey was marked by a relentless pursuit of creativity and sustainability. Although Amar Marouf chose to step back and pursue other endeavors post-acquisition, his legacy lives on through the brand's continued influence and inspiration in the realm of sustainable fashion.
Today, as we look back on Charles Amar's story, it stands as a shining example of how passion, innovation, and a commitment to sustainability can transform humble beginnings into a legacy that resonates across continents. Charles Amar's journey from an Ottawa apartment to European acclaim underscores the powerful impact of creativity and the enduring appeal of sustainable fashion.
The brand's ascent was characterized by its seamless fusion of vintage and contemporary styles, an attribute that quickly captivated fashion enthusiasts across Europe. Despite its humble origins, Charles Amar's commitment to sustainability and the allure of its designs propelled it into the spotlight, resulting in significant acclaim and a rapidly growing following. This unique appeal led to the brand's expansion, notably venturing into footwear that resonated with a European flair for fashion, drawing inspiration from mid-20th-century trends.
This expansion was not just a diversification of products but a strategic move that showcased Charles Amar's ability to innovate within the circular fashion space. The brand's debut on Zulily marked a pivotal moment, showcasing its footwear and fashion line to a broader audience and underlining its potential on the international stage.
However, Charles Amar remained true to its roots, focusing on the craftsmanship and sustainability that defined its early days. This dedication caught the attention of a French LLC, leading to the acquisition of Charles Amar in 2022. This transition marked a new chapter for the brand, embedding it within the prestigious Fédération de la Mode Circulaire and further cementing its role in the sustainable fashion movement.
Reflecting on Charles Amar's evolution from a small, visionary project to a brand that captured the imagination of the European fashion scene, it's evident that its journey was marked by a relentless pursuit of creativity and sustainability. Although Amar Marouf chose to step back and pursue other endeavors post-acquisition, his legacy lives on through the brand's continued influence and inspiration in the realm of sustainable fashion.
Today, as we look back on Charles Amar's story, it stands as a shining example of how passion, innovation, and a commitment to sustainability can transform humble beginnings into a legacy that resonates across continents. Charles Amar's journey from an Ottawa apartment to European acclaim underscores the powerful impact of creativity and the enduring appeal of sustainable fashion.
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ALETEO
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Aleteo Corporations Consulting Firm, also known as Aleteo or Aleteo Consulting, began as an informal consultancy operation in early 2019, with a young and ambitious Amar Marouf at the helm. Despite his age, Marouf's vision and leadership quickly led to the creation of a formal consulting firm in 2020, leveraging his expertise and passion to create even greater impact.
Aleteo's innovative approach to consulting emphasized the importance of ESG and SDGs, with a focus on creating positive change and driving progress for their clients. Over the next few years, Aleteo completed over 60 projects, raising over $2 million in funds and leading projects with a total of $12 million in revenue, cementing its reputation as a trusted partner for clients seeking to create positive change.
Marouf's leadership was instrumental in creating strong relationships with key government stakeholders and politicians, allowing Aleteo to manage expectations and secure contracts in excess of $10 million dollars. Under Marouf's guidance, the firm identified and successfully tendered for new government and private contracts, increasing revenues by an impressive 55% in just six months.
In addition to its impressive financial accomplishments, Aleteo's impact extended to the global stage. Marouf represented young Canadian entrepreneurs as a delegate at the G20 in Milan in 2021 and Germany in 2022, as well as the Global Entrepreneurship Congress in 2022 in Riyadh.
In November of 2022, Aleteo was acquired by a leading global investment management company. This acquisition further solidified the firm's reputation as a leader in the consulting industry and opened up new opportunities for growth and impact. While the details surrounding the acquisition remain confidential, it is clear that Aleteo's innovative approach to consultancy and commitment to creating positive impact will continue to inspire and shape the industry for years to come.
Amar Marouf's vision and leadership were critical to Aleteo's success, and his impact will continue to be felt throughout the industry. Despite his young age, Marouf's unwavering commitment to creating positive change and driving progress serves as a reminder of what can be achieved when passion, innovation, and dedication come together.
Aleteo's innovative approach to consulting emphasized the importance of ESG and SDGs, with a focus on creating positive change and driving progress for their clients. Over the next few years, Aleteo completed over 60 projects, raising over $2 million in funds and leading projects with a total of $12 million in revenue, cementing its reputation as a trusted partner for clients seeking to create positive change.
Marouf's leadership was instrumental in creating strong relationships with key government stakeholders and politicians, allowing Aleteo to manage expectations and secure contracts in excess of $10 million dollars. Under Marouf's guidance, the firm identified and successfully tendered for new government and private contracts, increasing revenues by an impressive 55% in just six months.
In addition to its impressive financial accomplishments, Aleteo's impact extended to the global stage. Marouf represented young Canadian entrepreneurs as a delegate at the G20 in Milan in 2021 and Germany in 2022, as well as the Global Entrepreneurship Congress in 2022 in Riyadh.
In November of 2022, Aleteo was acquired by a leading global investment management company. This acquisition further solidified the firm's reputation as a leader in the consulting industry and opened up new opportunities for growth and impact. While the details surrounding the acquisition remain confidential, it is clear that Aleteo's innovative approach to consultancy and commitment to creating positive impact will continue to inspire and shape the industry for years to come.
Amar Marouf's vision and leadership were critical to Aleteo's success, and his impact will continue to be felt throughout the industry. Despite his young age, Marouf's unwavering commitment to creating positive change and driving progress serves as a reminder of what can be achieved when passion, innovation, and dedication come together.