We are committed to creating environmentally responsible products, in order to reduce our carbon footprint and to protect the planet.


We always ensure our values, ideals, and actions align.

Impact driven

We are purpose-driven to inspire positive change in consumers behaviour, and to continue creating positive impact on the lives who need it most.


We introduce new ways of thinking and fresh product ideas to the region.


We prioritize transparency, providing information on each of our partnered charities, suppliers and factories within our supply chain.

Diverse & inclusive

We value equity, inclusion, and dignity for all. We all contribute with diverse perspectives, experience, knowledge, and culture.

About the founder

Dominic Nowell-Barnes made the UAE his home in 2017, where he found his purpose for making a change. Seeing the fashion industry’s impact on climate changes and in some areas unethical practices he made it his mission to create a vehicle of positive change that everyone can be a part of. The Giving Movement launched in April 2020, created as a way to alter the way fashion is consumed and to shed light on conscious consumerism. The goal was to create a new model where sustainability is curated for youth, a disruptive brand that creates meaningful apparel — making an impact with every purchase.

His new mission needed education, so Dominic dedicated a full year to studying the science, ethics and finances of the fabric and textiles industry. Visiting some of the world’s largest manufacturers provided insider industry insights for marrying cost efficiency with sustainability and a positive impact. The brand was built with conscious consumerism and eco-friendly practices at its inception, bringing sustainability to the forefront of streetwear — one of the industry’s biggest and most impactful waves — in order to reach the widest audience and create something that can truly be used and wanted by everyone.