Serrb launches limited-edition shirts to raise money for communities affected by pandemic
The Emirati label's embroidered tops are being sold to help those affected by Covid-19
Serrb, the Emirati fashion label founded by three siblings, is embracing the true meaning of sisterhood with its latest designs.
Aware of the financial impact the ongoing pandemic is wreaking on numerous industries and communities, the trio have created two limited-edition pieces to help raise funds for those in need.
Of their Stitch to Save project, Serrb founders Budoor, Noor and Sarah Al Khaja explain that they "wanted to do something and help in whatever way" they could.
"The ongoing pandemic has had an effect on everyone, with people struggling to make ends meet."
Launched on Thursday, October 15, the two shirts are embroidered with uplifting Arabic phrases to offer a glimmer of hope.
One translates as "the Earth is as vast as you dream it", while the other is inscribed with the phrase "what we have on this earth makes life worth living".
For the launch, the Al Khaja sisters have enlisted the help of six inspiring woman from the region, including Sonia Brewin, artist and co-founder of Svenm art gallery, art curator Lubna Mobied and Saudi-born Lujain Abulfaraj, the co-founder of both Twothirds Design Bureau and WTD Magazine.
The women modelled the pieces alongside the founder of Hamzat Wasl creative consultancy Hind Bin Demaithan and Ann Dujardin, founder and managing director of consultancy agency Fashion Exclusive.
All proceeds from the sale of the shirts will be donated to Tarahum Charity Foundation, which helps provide food and shelter for those affected during the pandemic.
Updated: October 15, 2020 05:04 PM