Spreading positivity and hope during these difficult times inspired Serrb to launch ‘Stitch to Save’ , a line of limited-edition shirts to help those in need.
The fashion industry has been significantly affected due to Covid-19 forcing businesses to close , cut down salaries or lay-off employees; leaving the most vulnerable and financially dependent individuals with no income.
“The on-going pandemic has had an effect on everyone with people struggling to make ends meet.
We wanted to do something and help in whatever way we can.
That's when we thought about giving back to those in the industry that have helped us become the brand we are today” say the Alkhaja sisters.
As a result, Serrb has introduced a limited-edition line of embroidered white shirts dedicated to helping those in need in the fashion industry.Proceeds from the sales of the shirts will be donated to Tarahum Charity Foundation, a foundation that has played a leading role in providing food and shelter for those deeply affected during this pandemic.
Arabic quotes referencing positivity and hope;
“على قدر حلمك تتسع الأرض”
(‘The earth is as vast as you dream it’) and “على هذه الأرض ما يستحق الحياة”
(‘What we have on this earth makes life worth living’)
are embroidered on two white shirt designs to shed some positive light during these difficult times. To highlight the message and raise awareness for the initiative, Serrb has produced a social media campaign featuring UAE based inspirational women, launching on October 15th, 2020. These women include:
Sonia Brewin, Artist and Co-Founder of SVENM
Lujain Abulfaraj, Co-Founder of Two thirds Design Bureau and founder of Akwan Lubna Mobied, Curator
Hind Bin Demaithan, Founder and Creative Director of Hamzat Was
Ann Dujardin, Founder and Managing Director of Fashion Exclusive
The vision to create contemporary designs that are culturally conscious yet timeless led to the inception of Serrb. Founded in 2018 by Emirati sisters, Budoor, Noor and Sarah Al Khaja, Serrb is a brand that exudes confidence and defines women supporting each other. Budoor and Noor work hand-in-hand to turn their aspirations into reality.
Serrb is a brand that showcases an array of abayas, kaftans, capes and dresses designed by
Noor, and brought to business by Budoor. Together, the sisters bring out a contemporary brand that emphasizes modest styles. The spirit of Serrb lies in its selection of exceptional and exquisite fabrics that take form in signature clean cut designs reflecting the strength of the brand. Embracing the elegance and power of every woman, Serrb evokes minimalist sophistication transcending seasons.