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Qasimi Joins Forces With UNICEF to Raise Funds For Sudan

for the right cause

Philanthropy and humanitarian aid aren’t the first words that come to mind when one thinks of the world of fashion and haute couture. However, one label is on a mission to change that perception and make a meaningful impact. Emirati menswear label Qasimi has just joined forces with UNICEF to come in support of Sudan via a charitable limited-edition T-shirt. 

With the intention of upholding UNICEF’s efforts on the ground since the inception of the crisis in the East African country, the fashion label, founded by the late Sheikh Khalid bin Sultan Al Qasimi, and currently overseen by his twin sister, Sheikha Hoor Al Qasimi, has just unveiled the Qasimi Charity Initiative, a program that aims to fund and provide assistance to individuals affected by the ongoing civil war.


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Une publication partagée par QASIMI (@qasimi_official)

Since April, civilians of the nation which borders Egypt have found themselves in the middle of an armed conflict that opposes the Sudanese Armed Forces (SAF) and the paramilitary Rapid Support Forces (RSF), rival factions of the military government of Sudan. Since the conflict started, it has been reported that over 3.4 million people inside the country have been displaced, according to a report released on Tuesday by the International Organization for Migration (IOM), making the situation one that requires urgent international attention and concerted efforts for humanitarian intervention— which Qasimi is trying to address through their  T-shirt. 

Available for purchase in black or white, with all profits going towards the designated cause, the front of the shirt features Arabic calligraphy text that translates to “a passion for something absent,” while the back bears the English phrase “as lost as you are.”

“Through this charity initiative, we aim to make a tangible difference in the lives of those affected by the Sudan war,” says the brand’s creative director. “By partnering with UNICEF, we are confident that together, we can provide much-needed relief and support of the initiative’s purpose.”

This is not the first time that the Emirati brand has used its sartorial side to support marginalized and endangered communities in the region. In the past, the menswear label reissued “Don’t Shoot” tops in a charitable effort to raise funds for Lebanon, pledging to donate all proceeds from online sales of the shirts to Save the Kids International, a London-based NGO specialized in child protection and which has been working in the Cedar State since 1953. The T-shirt was a tribute to journalists in Lebanon during the 1982 war, who donned white shirts with the words “Don’t Shoot” in red across English, French, and Arabic to make them easier to identify and ensure their safety from harm in the midst of turmoil.

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