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Dubai: The Arab Fashion Council (AFC), in partnership with the Dubai Health Authority (DHA), has launched #thread4cause, a new initiative calling on Arab designers to use their skills, resources and production facilities to create personal protective equipment for healthcare Workers on the front lines of the coronavirus crisis.
The new initiative encourages the fashion industry to get involved in preventing the spread of contagious respiratory diseases, using their production facilities and factories to produce equipment needed by UAE healthcare workers, such as surgical masks, medical gowns and locally made disinfectants.
The volunteers were selected by the AFC following a screening process to determine their suitability for the production of the required equipment in full compliance with the DHA-approved specifications and standards.
The Dubai Health Authority said: “The Dubai Health Authority is proud to endorse the Arab Fashion Council’s initiative, which highlights the strength of Made in the UAE and demonstrates how Dubai is leading and taking all measures to ensure the safety and security of its citizens and residents” in a statement.
“We are in this together and together we will get out of this. #thread4cause is a very inspiring and heartwarming initiative that shows how the fashion industry can go beyond showcasing beautiful collections and expand the power of its talent to support communities when needed.” Arabian Fashion Jacob Abrian, founder and CEO of the association, added: “We are extremely proud and grateful for the members of the Arab fashion industry who are committed to giving back to the community and joining such a creative force. “
Dubai-based fashion designer Marmar Halim was one of the first to join the initiative, using the fashion brand’s factory to produce surgical masks for medical staff.
“My passion for fashion is indescribable and words cannot express my gratitude to the UAE,” said Halim. “Our fashion houses and factories will fully dedicate resources to produce UAE-made medical gowns and surgical masks for the medical frontliners in the fight against COVID-19,” she added.
#Thread4Cause is a call-to-action initiative open to fashion companies in all regions. Brands wishing to come forward and participate can submit an application through the Arab Fashion Council’s website.
At the same time, the AFC uses an artificial intelligence tracking system to ensure the safety of all personal protective equipment. “We know there are likely to be many brands trying to benefit from this situation and we ensure all production is tracked and enable consumers to verify product data on the website using the latest technology. We urge consumers to ensure products bear the AFC Smart Seal”, Dr. Ayman Al Bayaa, Chief Legal Officer of the Arab Fashion Council explained.
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