Emirates Official Store collaborates with Joseph & Alexander


June 16, 2019 | By RetailME Bureau

On the occasion of Father’s Day, Emirates Official Store has launched Emirates Landing, a limited edition ‘father and son’ shorts collection in collaboration with sustainable fashion label, Joseph & Alexander.

A thoughtful gift for Father’s Day and the summer holidays, the Emirates Landing collection uses recycled fabric derived from ocean plastics and eco-friendly ink in the textile designs. The shorts are a departure from the airline’s traditional red colour palette. The designs in the Emirates Landing shorts collection use light blue and turquoise shades, mimicking the natural hues found in the earth’s oceans.

“Our collaboration with Joseph & Alexander taps into the growing community of fashion-conscious consumers who want more sustainably made clothing to extend their positive impact on the environment. At Emirates Official Store, we are already taking steps to use sustainable materials in our collections, such as bamboo and plastic-free products, as well as packaging made of recycled materials. Our focus on sustainability reflects Emirates airline’s commitment and proactive leadership in environmentally efficient air travel,” says David Staff, manager merchandising, Emirates Official Store.

Joseph & Alexander founder, Alana Sorokin, said that the Emirates collaboration provides a phenomenal platform to beckon consumers globally to “wake up,” unite and begin tackling sustainability issues head-on. “Creating clothing that really has something to say was part of our strategy to incite raised levels of awareness. The Joseph & Alexander and Emirates shorts tell a story, encouraging an educational conversation between adult and child around sustainable practices.”

The ‘father and son’ matching limited edition shorts are available for purchase online and in all Emirates Official Store locations in Dubai and Abu Dhabi.

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