WITH COMFORT Contribute to the less fortunate, from the ‘comfort’ of your home

For hi-res image, please click here – Ramadan is far beyond the concept of fasting. It is a time of reflection and spending quality time with family and an opportunity for members of the community to connect and support the less fortunate and those in need. And it all starts with charity.

With the current situation of quarantine prevailing and social distancing being practised, Middle East’s most loved household brand, Comfort, brings one closer through the launch of their clothes donation initiative. This initiative marks 11 years of Comfort’s ongoing effort in supporting the community during Ramadan, in collaboration with Emirates Red Crescent, by collecting and distributing over a million items of clothing over the years and bringing the donations to thousands of families in need. The campaign, titled, “Given your clothes a second life”, encourages residents across the UAE to donate their gently used clothes to give a smile to those in need, all from the ‘comfort’ of your home.

A key laundry brand from Unilever, known for championing mothers and children all over the world, aims to promote, in this campaign, the power clothes can have in extending love and care to those in need, while being safe. As citizens across the UAE are all encouraged to stay at home, Comfort has partnered with Emirates Red Crescent and UAE-based laundry brand, Washmen, to collect clothes donations across the nation and reach out to various underprivileged groups. The collection of donations from households across Dubai and Abu Dhabi is free of charge. Once the donations are collected, they are disinfected and cleaned using OMO detergent and Comfort fabric conditioner. All proceeds are directed towards Emirates Red Crescent for distribution.

“At Unilever, we always strive to work on community led initiatives targeted to helping those in need across the world. For the last 10 years, Comfort as a purpose-led brand has provided an opportunity to UAE residents to show their generosity towards the more needy by donating their gently used clothes. This year, despite the challenges, we are making it possible for everyone to support the less fortunate, but from the ‘comfort’ and safety of their homes.” – Ageel Angawi, Home Care Vice President, NAMETRUB,

The steps are simple!  Fill up any laundry bag with clothes that are to be donated. Mark the bag by writing ‘donation’ on it and schedule the donation pick-up with Washmen. To facilitate the donation program, Washmen has launched a separate ‘Donate’ feature on the app that customers can use to make donations this Ramadan.


Unilever is one of the world’s leading suppliers of Home Care, Personal Care and Food & Refreshment products with sales in over 190 countries and reaching 2.5 billion consumers a day. It has 169,000 employees and generated sales of €53.7 billion in 2017. Over half (57%) of the company’s footprint is in developing and emerging markets. Unilever has more than 400 brands found in homes all over the world, including Persil, Dove, Knorr, Domestos, Hellmann’s, Lipton, Wall’s, PG Tips, Ben & Jerry’s, Magnum and Lynx.


Comfort is a British brand name for fabric softener, the manufacturer owned by the Unilever and around the world. Comfort was the first fabric softener to be launched in the UK in 1969. Today Comfort is a global brand, operating in Europe, Asia, Latin America and the Middle East. The range includes Comfort Pure (for delicate skin) [1] and Comfort Crème (a premium brand).[2] Scents include Passion Flower and Ylang Ylang, Lily and Riceflower, Wild Pear and Ginkgo and the Original Comfort Blue.

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