- New clothing finds purpose through community-led Ramadan gifting efforts
- Global fashion brands support families across Dubai this holy month
- Surplus inventory transforms into thoughtful essentials for low-income beneficiaries
- Sustainability meets compassion through responsible retail partnerships
Ramadan in Dubai is marked by quiet acts of kindness. Donation boxes fill up, community fridges are restocked, and small gestures begin to carry deeper meaning. This year, that spirit of giving is extending into retail spaces too, as fashion meets purpose in a way that feels both thoughtful and practical.
Through a partnership with Dubai Holding, Apparel Group has joined the Gift It Forward initiative, helping redirect brand-new surplus inventory into meaningful gifts for low-income communities across Dubai.
It is part of a growing regional shift toward mindful giving, where generosity and sustainability move hand in hand.
Instead of letting unused stock sit idle, Apparel Group is contributing clothing, footwear, and essentials from across its portfolio. Brands including R&B, Tommy Hilfiger, Beverly Hills Polo Club, LC Waikiki, Calvin Klein, Nysaa, Skechers, and Levi’s are taking part, ensuring unused inventory reaches families who need it most.
Small actions. Real impact.
What makes Gift It Forward resonate is its simplicity. New items are repurposed directly into gifts, reducing waste while supporting communities. It is a clear example of how responsible retail can extend beyond storefronts and into everyday lives.
Over the past two years, the initiative has repurposed more than 440,000 items valued at over AED 21 million, reaching upwards of 26,000 beneficiaries. These numbers matter, but the human stories behind them matter more.
For Apparel Group, this collaboration aligns closely with its wider commitment to corporate responsibility and circular economy practices. Rather than treating sustainability as a side project, the Group is embedding it into how business operates, especially during a season rooted in reflection and generosity.
Dubai shoppers are increasingly conscious of where their purchases come from and what happens behind the scenes. Initiatives like this reflect that changing mindset. People want brands to stand for something tangible. They want compassion built into commerce.
This Ramadan, Gift It Forward offers a reminder that surplus does not have to mean excess. With the right partnerships, it can become dignity, warmth, and support for families across the city.
Purpose feels powerful when it is shared.
Through Gift It Forward, Apparel Group and Dubai Holding are showing how collaboration can turn unused inventory into meaningful change. As Ramadan continues, this initiative stands as a quiet example of how fashion, sustainability, and community care can come together!
Instagram: @dubaiholding
