The real essence of anything and anyone always surface on difficult times and this is not the exception. Fashion, as an industry, is being badly hit by the pandemic. The Arab Fashion Council made a fantastic partnership, very much needed on this Coronavirus times. The result is called aThread4Cause.
And this is a great example on how all of us can help in one way or another. It is a matter of getting creative and roll our sleeves.
Due to the coronavirus outbreak and the mandatory quarantine, the Arab Fashion Council has signed a MOU with the Dubai Health Authority enabling fashion industry creatives to help combat Covid-19.
What is it about?
The Arab Fashion Council (AFC) sets an ‘emergency designer network’ of Arab designers and companies to use their skills — and production facilities — to make Personal Protection Equipment.
Under a new initiative called Athread4cause, managed by the Arab Fashion Council’s charitable arm in partnership with the Dubai Health Authority.
The initiative enables the AFC members to be involved by producing PPE´s required for the UAE healthcare network. Contributing members are set to produce at their facilities important products such as surgical masks, isolation gowns, and hoodies as well as locally made sanitizers.
The Arab Fashion Council’s role focuses on carefully selecting its members and volunteers after screening their potential capacity in producing the required equipment. They also provided them know-how and specification to start production in full compliance by the DHA and the law. “The Dubai Health Authority is proud to endorse the Arab Fashion Council’s initiative which highlights the strength of Made-in-UAE and proves how Dubai is taking a leading role and all measures to provide safety to its citizens and residents” says the Dubai Health Authority.
The Industry together
“We are in this together, and we will be out of it together. AThread4cause is a very inspiring and heartwarming initiative. It shows how the fashion industry can go beyond showcasing a beautiful collection, and extend its talent in supporting society in times of need. We are very proud and grateful of our Arab Fashion Industry members. They are giving back and joining hands in such a creative force”- said Jacob Abrian, Founder and CEO of the Arab Fashion Council.
Dubai based designer of Egyptian origin, Marmar Halim, is one of the first Arab brands to adhere to the initiative. He showcased a very professional capacity to go beyond creativity in producing Personal Protection Equipment.
The AFC´s vision is building a creative economy closer to reality and pave the way into local self-satisfaction production within the highest standards” says Mohammed Aqra, Chief Strategy Officer of the Arab Fashion Council.
“My passion towards fashion is indescribable, no words to speak up my gratitude towards the UAE” says Marmar Halim. The brand is giving back to the community. “We will be putting our resources at full capacity to produce medical gowns and surgical masks. All proudly “Made In the UAE” for the front-liners fighting COVID-19. Special Thanks to the Arab Fashion Council who has given its support to make this project viable.”
Want to help?
You can help as a designer and also as a consumer. AThread4Cause is an initiative open to every Arab fashion company enabling them to show their love to their community. Companies who wish to enroll can submit their application through the Arab Fashion Council’s website.
To ensure the legitimacy of the produced PPEs, the AFC´s website has a tracking system to verify the products using Artificial Intelligence Technology.
The system will show a green check point after approval on the safety of the products from the DHA. “We are aware of the potential number of brands that could try to benefit from this situation and we ensure to keep a track on all the production and enable the consumer to verify the product’s data on the website using the latest technology. We urge the consumers to make sure that the products have the AFC smart seal on them” says Dr. Ayman Al Bayaa, Chief Legal Officer of the Arab Fashion Council and United Nation’s Goodwill Ambassador.
For more information, please visit their website: https://arabfashioncouncil.com/
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