At the intersection of charity and streetwear is The Giving Movement, a UAE born and bred clothing brand that has become popular with the streetwear scene and the broader community. The brand’s founder, Dominic Nowell-Barnes, launched the brand at the beginning of the pandemic in April of 2020, bringing sustainable streetwear to the masses.
Was there a moment or realisation that set you down this path of conscious consumerism in fashion?
Having moved to Dubai, I was in a position where I wanted to design a life and a business that I could feel truly fulfilled by. A reason more than financial to get up out of bed every day. I was fortunate enough to be invited to a charity gala, The Global Gift Foundation – and when chatting to the charity I realised how as little as $4 per week can change someone’s life. It was then that I decided I wanted to build the donation model into the brand with the idea that every time a customer buys a product, they are changing someone’s life in the process.
How do you feel the streetwear scene in Dubai has evolved, if at all, since you got here five years ago?
The most noticeable shift that I have seen is the pivot away from global streetwear brands into homegrown brands. There are now hundreds of brands across Dubai and the GCC that are based here, and locals and expats alike want to support them. I think it’s now not just about the style of the clothing that drives a purchase, but what the brand stands for and the story behind it.
In terms of the design language of the brand, how would you describe the style of The Giving Movement?
Our design thesis is to disrupt the norm and provide a sustainable and impact-based alternative to a typical fashion piece, whilst remaining on trend. I felt, at the time, that the majority of brands that were committed to sustainable fashion were designing for an older generation, and it felt like there was a gap to build a bridge between sustainability and streetwear. We take inspiration from traditional elements of GCC attire and core essentials, then blend that seasonally with where we believe streetwear internationally is shifting.
You’ve worked with Dubai Cares and Harmony House India, donating a portion of sales to those charities. How do you decide who to work with and do you have other partners on your radar?
We chose Dubai Cares and Harmony House because of their focus on supporting people around the world who are striving to get up and above the poverty line. For me, this is the number one challenge we face in the world today. In the last two years, we have been able to change the lives of thousands of children and parents. As such, we are committed to continue working with these two partners.
Have you felt your mission of sustainable production has resonated with customers?
Access to information is now more freely available than ever. Whether it be through watching YouTube, Netflix, or listening to your favorite influencer on a social channel. Sustainability is becoming an increasing topic of importance, specifically related to fashion – and we have found, just by existing in the GCC, that we have been able to share that message with our customers and followers online. As awareness increases, I expect our movement to continue to resonate with our customers.
What’s your go-to piece from the collection so far?
Our oversized core T-shirt. It’s been with us since season one and continues to be our bestseller and probably what we are known best for. When we launched, there were not a lot of brands selling oversized T-shirts and none using recycled materials. I like the piece because it is made from recycled polyester and recycled spandex, it’s lightweight, and breathable, and so it’s great for pretty much any occasion, particularly as it gets warmer through summer. It uses the functionality of activewear, but the design is relaxed and more suited to everyday wear.
On a tough day where you have to remind yourself why you do, what do you remember is the best part of what you do?
I have pictures throughout our head office, in my office, and at home that Harmony House shared of the children that they are currently looking after as the result of our donations. I make sure it’s visible when you walk through the door of the office and when I walk in through the door at home. Being able to physically see the children you are helping on a daily basis helps me and the team, however challenging it may get, stay true to our commitment of being The Giving Movement.
The growth of the brand over a short time has been impressive — your first brick and mortar location opening at Mall of the Emirates, your collaborations. What’s the next milestone on your horizon?
In 2023, we want to double down in the GCC so that we can double down on the donations we make. Our first flagship store has shown there is a segment of customer that still would rather shop fashion offline. It’s also been a great way to bring the brand to life and create an experience for our customers that you can sometimes lose by being an online-only brand.