Arab Fashion Council launches #thread4cause to combat COVID-19

RetailME Bureau

The Arab Fashion Council has signed a partnership memorandum of understanding (MoU) with the Dubai Health Authority to enable the fashion industry creatives to find ways to combat COVID-19 through an initiative called #thread4cause.

As part of #thread4cause, the Arab Fashion Council has set up an ‘emergency designer network’ of Arab designers and companies to use their skills and production facilities to make PPE (personal protection equipment) for the UAE healthcare network to protect against COVID-19. Contributing members have started producing surgical masks, isolation gowns and hoodies as well as locally made sanitisers at their facilities.

Production of PPE and other essential sanitisation goods is being done in full compliance with the specifications and standards approved or applicable by the Dubai Health Authority.

“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,” stated the Dubai Health Authority.

Also read: Fashion retailers focus on PPE production amidst COVID-19

“We are in this together, and we will be out of it together. #thread4cause is a very inspiring and heartwarming initiative that demonstrates how the fashion industry goes beyond showcasing a beautiful collection and extends its talent power in supporting the community in times of need. We are very proud and grateful of our Arab Fashion Industry members who are committed to giving back to their community and joining hands in such a creative force,” said Jacob Abrian, founder and CEO, Arab Fashion Council.

#Thread4Cause is a call-to-action initiative open to every Arab company in the fashion industry 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.

Also watch: Arab Fashion Council launches #thread4cause

“Dubai-based designer of Egyptian origin, Marmar Halim, is one of the first Arab brands to adhere to the initiative set by the Arab Fashion Council and showcased a very professional capacity to go beyond creativity in producing Personal Protection Equipment in quality and quantity of millions of surgical masks which proves the potency of the Arab Fashion Industry, thus making the AFC vision in building a creative economy closer to reality and pave the way into local self-satisfaction production within the highest standards,” added Mohammed Aqra, chief strategy officer, Arab Fashion Council.

To ensure the legitimacy of the produced PPE, the Arab Fashion Council enables on its website a tracking system to verify the products using artificial intelligence technology. The system will show a green checkmark after receiving approval on the safety of the products from the Dubai Health Authority.


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