With Ramadan being a time for reflection and charity, each year e-tailer Namshi takes it as an opportunity to give back to the community.

This year the UAE-based online fashion and lifestyle destination has launched an exclusive T-shirt, where 100 per cent of the profits are going to Dubai Cares.

The message on the T-shirt is significant in more ways than one, Hadi Badri, Chairman of the board of Namshi and CEO of International at EMAAR Properties PJSC tells Emirates Woman.

“When we decided on the slogan, we were unaware that the T-shirt would launch during a worldwide pandemic,” he says of the ‘life is beautiful’ message embossed on the tees in Arabic. “However, we feel that the slogan’s message of hope and positivity resonates even more during these difficult times.

“More than ever, we’re eager to share that there is still beauty to be found in the small things, the kind gestures and unbreakable community spirit all around us.”

Namshi x Dubai Cares Ramadan Initiative T-shirt AED59 2

As for what the latest initiative represents for Namshi, Badri explains the e-tailer believes in “creating meaningful stories that enable us to share our brand values and connect with our community at a deeper level”.

“This initiative is a perfect example; giving back to the community has always been at the heart of our brand values,” he says. “Allowing our community to support our initiative is a beautiful way to spread the message of unity. We’re stronger together.”

As for how the donated profits will benefit Dubai Cares, an organisation founded by His Highness Sheikh Mohammed bin Rashid Al Maktoum, which works towards providing children and youth in developing countries with access to quality education, the Namshi chairman says as a UAE-based company, they remain committed to supporting local organisations.

“Giving children in need access to education, and offering equal opportunities for a better future is in line with what we stand for,” Badri says. “We believe and hope for a better world and education plays an essential role.

“There is one world and it’s our duty to be here for each other.”

The limited edition tee is now available on the Namshi website for Dhs59.

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Images: Supplied