In Dubai, a fashion revolution is quietly but impactfully taking place, as the world continues to be challenged by a rapidly evolving fashion industry.
Led by British expat Dominic Nowell-Barnes, the founder of one of UAE’s much-loved brand, The Giving Movement (TGM) has only one mission – to transform it into a force for good.
In an exclusive interview with Arabian Business, Nowell-Barnes shared the insights behind TGM, a brand that marries style with social responsibility, and why consumers must choose the brand over established brands such as Nike, Adidas.
Choosing The Giving Movement over Nike, Adidas
“If you’re thinking about why you should go for TGM instead of big names like Nike or Adidas, here’s the deal. First off, we’re all about the journey towards eco-friendly products. We take sustainability super seriously, from using eco-friendly materials to cutting down on waste – it’s not just a slogan for us. When it comes to production, we have guidelines for our suppliers to follow,” Nowell-Barnes said.
He added: “Our designs are not just for aesthetics, they’re charity-driven and functional too. You get to look good and feel good about your choices, and help other people in the process. Additionally, when you choose us, you’re joining a community that’s all about making a positive impact and lending a helping hand to those who need it the most.”
What is The Giving Movement?
Made in Dubai, TGM was born out of a desire to challenge the status quo in the fashion industry. However, along with this desire, Nowell-Barnes has a bigger vision: every business should serve the purpose of giving back to society.
“There’s more potential than the public realises, and when that’s explored, it gives us the opportunity to change people’s lives and how the world operates in this day and age,” he said.
Rooted in its commitment to giving back, Nowell-Barnes explained that TGM is underpinned by three fundamental principles: Dubai’s homegrown ethos, a drive towards eco-conscious production, and a strong focus on charitable contributions.
By blending these core pillars with street culture, the brand has successfully built an image that represents goodness and remains at the forefront of fashion trends.
Moreover, for every item sold, the brand pledges a donation of AED15. This sum has resulted in the brand raise over AED20 million ($5.4 million approximately) in donations so far – a milestone made possible through the collective support of their movement.
TGM’s journey, Nowell-Barnes said, first began during the COVID-19 pandemic in the UAE. The founder had used this time to make a positive impact in the local fashion scene.
This led to the philosophy that “small acts, multiplied by many, can change the world,” he said, highlighting that the conventional profit-first business model “lacked a deeper purpose.”
Headquartered in Dubai
When asked why he introduced TGM in the UAE, Nowell-Barnes said: “The bigger question is, why not the UAE?”
Dubai’s status as a hub of tech advancement and sustainability made it the perfect choice for the brand’s home base, he explained, adding that the brand aims to challenge the traditional fashion supply chain by producing its items locally, right here in the UAE.
“We wanted this to be our base, going head-to-head with brands sourcing from Asia or Europe through products made right here in the UAE.”
Moreover, in a world dominated by fast fashion, TGM is carving a niche for itself.
While acknowledging the continued prevalence of fast fashion, Nowell-Barnes noted a shift in consumer consciousness towards more eco-friendly and cause-driven brands. He believes that TGM’s commitment to impactful causes and community engagement sets it apart in this evolving landscape.
“We stand out through the causes we care about, through needing the movement and community as a crucial part of this achievement… it’s really a group effort and there’s a lot of reward in that,” he explained.
Designed to be inclusive, catering to individuals of all ages and genders, the brand, according to Nowell-Barnes, bridges generational gaps “effortlessly,” offering a diverse range of styles and hues that allow everyone to be part of a larger, collective movement.
“This also goes for our designs – we’re inspired by our local community and a global mindset, and that’s what leads us.”
Ethical production in the UAE
The brand’s commitment to ethical practices is evident in its decision to manufacture all apparel in the UAE.
“If you think about the concept of ‘true cost’, you’ll understand why manufacturing locally is ideal in every way. Essentially, it’s the notion that when you purchase a T-shirt from fast fashion brands, there’s a hidden price tag involving potentially unethical practices, like forced labour or even child labour, buried somewhere in the supply chain,” Nowell-Barnes said.
He explained that this choice ensures the clothes are ethically produced under the brand’s watchful eye, eliminating the hidden ethical concerns often found in fast fashion supply chains.
TGM uses eco-friendly materials in its collections, “with compositions ranging from 100 percent organic to 100 percent recycled, and some cool blends in between,” Nowell-Barnes said, adding that the brand continuously experiments with new materials and have introduced 20 different fabrics since their inception, aiming to create clothes that impact and last a lifetime.
When asked how TGM retains its position among sustainability-focused brands, Nowell-Barnes attributed their success to innovative design, authenticity, and a comprehensive sustainability approach. The brand seamlessly integrates sustainability into aesthetics and functionality, building trust with customers through transparency in practices.
“When it comes to design, we’re not just following trends; we’re setting them by seamlessly integrating sustainability into our aesthetics and functionality. Authenticity is a cornerstone of our brand – we’re completely transparent in our practices, and we’re genuinely committed to being as ethical as we can, which builds trust with our customers. And perhaps what’s most exciting is that we’re not just talking the talk; we’re walking the walk,” he said.
‘Humanity in Motion’
TGM’s motto, ‘Humanity in Motion,’ reflects its core philosophy of being a positive force for change.
Nowell-Barnes hopes that by prioritising humanity and the environment, the brand can inspire other businesses to follow suit and make a meaningful impact.
TGM has teamed up with Dubai Cares and Harmony House India, organisations focused on children’s education. Their donations, Nowell-Barnes said, is that “transparency is key.”
“Every month, we drop a report through our newsletter and on Instagram, giving you the full scoop on what our donations have accomplished,” he said.
Recently, the brand launched a new ‘Movement for Education’ initiative, aligning with ‘International Day of Charity’ on September 5.
This initiative highlighted the brand’s commitment to conscious consumerism by transforming each purchase into an opportunity to educate underprivileged youth.
Under the initiative, TGM matched every item sold from August 30 to September 6, with a donation of $4 to Dubai Cares and Harmony House.
Dubai Cares focuses on providing quality education to children impacted by adversity, whereas Harmony House in India offers education and vocational training to street children, aiming to provide them with a brighter future.
A challenging road to success
As a start-up, The Giving Movement faced numerous challenges, Nowell-Barnes recalled, adding that this included adapting to rapid growth and building trust among consumers.
However, Nowell-Barnes credited his “passionate team” and the unwavering support of their community for overcoming these obstacles.
“As a start-up, the challenges we face are limitless. The growth that TGM witnessed required a lot of adaptability and strategic movement, and also trusting the community in being a backbone that believes in our cause and purpose. Another roadblock was to get consumers to purchase something that is kinder to the environment and priced above average,” he said.
Future steps
Looking ahead, The Giving Movement has exciting plans for the future, including new capsule drops, innovative products, and expansion plans. While celebrity endorsements are not mentioned, it’s clear that The Giving Movement’s commitment to making a meaningful difference will continue to drive its success.
“The Giving Movement is constantly looking for new ways to positively disrupt and innovate. We’ve got some cool plans in the pipeline for the coming months – It’s definitely something to get excited about for FW23 and beyond,” Nowell-Barnes said.
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