Wear The Peace leverages fashion to champion social justice and humanitarian aid. The label has raised nearly $2 million for global causes.
Mustafa Mabruk and Murad Nofal’s journey to create Wear The Peace (WTP) began not in a boardroom, but in the heart of a refugee camp. A 2014 visit to Jordan’s Zaatari Refugee Camp — the largest Syrian refugee camp in the world — was a pivotal moment, one that he says deeply influenced his path and, subsequently, the mission of the clothing label Wear The Peace. The living conditions of refugees whose lives were disrupted by war profoundly moved Mabruk and Nofal to start the label, Mabruk told Ethos via email. Both Mabruk and Nofal also share a history as descendants of Palestinian refugees, igniting a passion to merge fashion with activism.
These personal histories of Mabruk and Nofal are intricately woven into the fabric of Wear The Peace. Their families’ stories of displacement and resilience have instilled in them a deep-seated responsibility to advocate for those in similar situations. Mabruk explains, “We feel a sense of responsibility to make a change for every person displaced from their country.” This connection has shaped the brand’s mission to spread love, raise awareness about global issues, and make tangible impacts through clothing. The label currently features simple hoodies, tees, and caps with slogans like “Peace” and “Human” featuring prominently.
Wear The Peace’s humanitarian initiatives are as bold as its designs. One of the label’s key programs, Buy One Give One, ensures that for every piece of clothing purchased, a new article of clothing is donated to someone in need. The Palestine Collection is another significant effort, where 100 percent of profits from specific items are donated to organizations like Pious Projects, providing crucial aid to those in Gaza.
In the past year, Wear The Peace has donated more than $800,000 to support Gaza. “These funds go through various charities, primarily Pious Projects, which has people on the ground in Gaza. This makes it easier to provide necessities to the people,” Mabruk explains. The donations help fund open kitchens, electricity generators for medical units, and shelters for those who have lost their homes.
Wear The Peace has mastered the art of utilizing social platforms to raise awareness and funds for humanitarian causes. By creating content that highlights global issues and offering a means for people to contribute, the label has built a following of almost two million across social media platforms. The label’s strategy includes engaging storytelling, leveraging influencer moments, and aligning product sales with charitable contributions.
One of the label’s viral posts, featuring Violet Affleck in the “Freedom Melon” crewneck, significantly boosted WTP visibility and sales, enabling further donations and spreading awareness quickly. “Creating clothing with designs that spread awareness about global issues has enabled us to donate more than 235,000 pieces and $865,000 to humanitarian relief efforts,” says Mabruk. But executing large-scale donations is not without its challenges. Mabruk notes, “We are very particular with charities that we work with to ensure seamless donation experiences.”
The fashion industry’s competitive nature requires a delicate balance between maintaining ethical commitments and staying relevant, Mabruk says. WTP achieves this by making its values the foundation of its business model. WTP’s transparent approach, where 100 percent of profits from certain collections are donated to humanitarian causes, resonates with consumers who value ethical consumption. By running a lean operation and handling design, production, and customer service in-house, they maintain control over their standards while keeping costs down.
“We want to be a household name when it comes to clothing with a purpose,” Mabruk says. Plans include introducing new clothing lines and line extensions designed to raise awareness about different global issues. With every new collection, WTP aims to launch new humanitarian projects, continuing their mission of merging fashion with activism. “We believe that fashion can be a powerful tool for social change,” Mabruk says, “and we’re dedicated to incorporating principles of social justice into everything we do.”
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