Emirati fashion brand Qasimi has announced its new charity initiative to support those in desperate need due to the ongoing conflict in Sudan.
Under the leadership of creative director Sheikha Hoor Al Qasimi, who is also the President and Director of Sharjah Art Foundation, the London-based label will be working with Unicef UK in order to offer aid to the people of Sudan.
As part of the initiative, a new T-shirt has been unveiled – the Hoag T-shirt. Available in black and white, the Hoag T-Shirt features a simple design with an Arabic phrase on the front and an English phrase on the back, both in a bright red colour.
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The Arabic phrase reads, “A passion for something absent”, and the English phrase reads, “Lost as you are”. All proceeds from the sale of the T-shirt will go directly to Unicef UK.
The T-shirt was launched, as stated by Qasimi on Instagram, in “response to the urgent humanitarian crisis unfolding in Sudan”.
“Focusing on delivering crucial aid and resources to affected children and families, this effort reflects Qasimi’s dedication to easing the struggles of Sudanese families caught in the conflict’s turmoil,” the brand added.
The fashion label was founded in London by Sheikh Khalid Al Qasimi in 2015. The main focus of the brand was to create “understated and refined garments” which blends a mixture of craft and reflects its Middle Eastern heritage.
Following Sheikh Khalid’s death in 2019, Sheikha Hoor took over the brand as creative director.
