UAE fashion houses create PPE as part of new #thread4cause campaign

UAE fashion houses create PPE as part of new #thread4cause campaign
#thread4cause is a new initiative that calls on Arab designers to use their production facilities to make PPE. (Supplied)
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Updated 15 April 2020

UAE fashion houses create PPE as part of new #thread4cause campaign

UAE fashion houses create PPE as part of new #thread4cause campaign
  • The new initiative encourages the fashion community to get involved in preventing the spread of the infectious respiratory disease by using their production facilities and factories to produce equipment required by UAE health care workers

DUBAI: The Arab Fashion Council (AFC) has partnered up with the Dubai Health Authority (DHA) to launch #thread4cause, a new initiative that calls on Arab designers to use their skills, resources and production facilities to make personal protective equipment for health care workers on the frontline of the coronavirus crisis. 

The new initiative encourages the fashion community to get involved in preventing the spread of the infectious respiratory disease by using their production facilities and factories to produce equipment required by UAE health care workers, such as surgical masks, medical gowns and locally-made sanitizers. 

The AFC selected volunteers after a screening process to determine whether they are fit to produce the required equipment in full compliance with the specifications and standards approved by the DHA.

“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 in a statement. 

“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” added Jacob Abrian, founder and CEO of the Arab Fashion Council.

Dubai-based fashion designer Marmar Halim is one of the first to take part in the initiative, using the fashion label’s factory to produce surgical masks for medical personnel.

“My passion towards fashion is indescribable, no words to speak (of) my gratitude towards the UAE,” said Halim. “Our fashion house and factory will be putting its resources at full capacity to produce medical gowns and surgical masks, proudly made in the UAE, for the medical community front liners fighting COVID-19,” she added.

#Thread4Cause is a call-to-action initiative open to all regional fashion houses. Brands who wish to step up and take part can submit an application via the Arab Fashion Council’s website. 

Meanwhile, the AFC uses an AI-enabled tracking system to ensure the safety of all the personal protective equipment. “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” explained Dr. Ayman Al Bayaa, chief legal officer of the Arab Fashion Council.