Aab.

A noun deriving from the Persian language that translates to one of the four basic elements of the universe - water. It’s this very definition that inspired the start of the Aab ‘Live Well’ project and Aab’s journey as a socially conscious brand. It’s purpose is to provide deprived communities with the gift of fresh and clean water through the installation of water wells.

How has Aab contributed?

Aab’s first water well was installed in early 2021, located in Sindh, Pakistan. Since then, Aab has successfully completed installing three additional water wells, all located in separate villages in the Sindh province and plans to ongoingly install wells as the project grows. In each village, hundreds of people now have access to clean, fresh water - with each water well pumping out approximately 200 gallons of water a day. Previously, the population was at a high risk of contracting hepatitis, with some areas already having a 70 percent affliction and the primary cause being - pollution from past wells. Many of the previously dug wells were not dug deep enough, preventing proper filtration and allowing for water to seep back into them causing the CD water to be contaminated. Live Well project installs wells that are dug much deeper at over 50 ft compared to the 15-20 ft of previous wells.

What does Aab want to achieve?

Through the Live Well project, our objective is to ensure communities have cleaner water, which benefits the health and well-being of these communities greatly. We believe in fashion as being a force for good, and our ultimate goal as a business is to make a direct and lasting impact in people’s lives. We want to provide access to the necessities of life because no one should be deprived of them and ultimately it’s often small changes that open the doors to a better quality of life. Having access to safe water is a basic human right and fulfilling this right is an excellent Sadaqah (the voluntary giving of charity).

How can you help?

By shopping with Aab you are essentially giving others the chance at a better quality of life. Each purchase you make supports Aab in developing the Live Well Project further, and from there we aim to continue to install new wells for communities that need it.

‘The Messenger of Allah (saw) was asked, “Which charity is best?” He replied, “[Providing] water”’. [Abu Dawud]