Fashion retailers join Baby Elephant Organic Wear donation initiative for Palestine

Baby Elephant Organic Wear launches “Watermelon” capsule collection which they dedicate to Palestine. With this collection two mothers- Aysha Al Mudahka and Ieva Simkiene - show their solidarity and support with brothers and sisters in Palestine. All profits raised from this collection will be donated to the Palestine Children’s Relief Fund. Fashion retailers Blue Salon and Salam Stores join the initiative.

Local sustainable fashion brand Baby Elephant Organic Wear takes the next step as a socially responsible company by launching the new capsule collection called “Watermelon” with all profits raised to be donated to help children in Palestine access needed health care.

The collection was launched just after the Qatar National Day celebrations, a day of significance whereby people of Qatar celebrate freely, with pride and joy, unlike people in Palestine.

“As mothers, we are heartbroken by the events happening in Palestine. Our hearts are bleeding for all the innocent children losing their families, homes, their lives. This is how “Watermelon” collection was born.” explains Aysha AlMudahka, the founder of Baby Elephant Organic Wear.

The main feature of this collection is the watermelon - a symbol of resistance in occupied Palestine. With its colours mirroring the Palestinian flag, this fruit became widely used as expression of pride and freedom.

“We also incorporated messages in Arabic, as we always do” adds Ieva Simkiene, Partner of Baby Elephant Organic Wear - “like “From the river to the sea” and a beautiful line from Mahmoud Darwish poem “We have on this Earth what makes life worth living””.

The two mothers behind the brand; Aysha and Ieva decided to choose The Palestinian Children’s Relief Fund (PCRF) to donate proceeds to, noting that health is one of their core values.

Vice Chairman of PCRF Ashraf Abu Issa says "It is delightful to see that a young company like Baby Elephant Organic Wear stand in solidarity with the Palestinian kids through the Watermelon initiative. Thank you for choosing PCRF to send your donation to. In PCRF we make sure that every dollar spent will somehow change a child's life to the better”.

Blue Salon Kids is one of the retail partners that greeted this idea enthusiastically. "At Blue Salon we take it upon ourselves to support local entrepreneurship and talent. We feel that it is our duty to contribute to the ecosystems of nourishing the local initiatives in a sustainable manner. Baby Elephant Organic Wear is not only a proven success but also striving to encourage sustainability and social responsibility, therefore we are proud to partner with them in their mission." says Ashraf Abu Issa, Chairman of Abuissa Holding.

“Watermelon” capsule collection was also positively welcomed by Salam Stores. AbdulSalam Abu-Issa, CEO of Salam International stated; “Salam Stores always strives to support brands that contribute to the development and support of humanitarian causes. We are honored and proud to support Baby Elephant initiative towards building a better future for Palestinian Youth. We invite our community to take part in this collaboration”.