HOW KUVRD IS USING HERITAGE TO FEED GAZA
By: Hillary LeBlanc
As we watch various conflicts and wars impact the world, what hangs in the balance are the lives of innocent people. Those who survive in places of war are often left homeless, without clean clothes, without clean water or food. In August 2025, the Integrated Food Security Phase Classification (IPC), a UN-backed hunger monitor, declared a famine in the Gaza Governorate, including Gaza City. As of September, it was reported that 54,600 children under five in the Gaza Strip are severely malnourished. One fashion brand with Palestinian roots has made significant efforts to try to get food past the border.
KUVRD produces all their keffiyehs in their family-owned keffiyeh factory currently operating in Amman, Jordan. The factory was established by the late Jido Ahmed Al Bulbul in Jericho, Palestine in the 1950's, and was relocated after he was expelled from Palestine in 1967 and relocated in Amman, Jordan. He re-established his keffiyeh factory called the Golden Textile Factory, the first keffiyeh factory in Jordan. He persevered as he knew that the production of the iconic keffiyeh had to go on and he thankfully received a great amount of support for over 30 years. Jido Ahmad Al Bulbul passed away in 2006. The factory is now run by two of his children and produces a wide variety of keffiyehs amongst other textiles. Seevana Hawari, co-founder of KUVRD grew up surrounded by fabric, patterns and rich history in Jordan.
Source: Kuvrd
While at school, Hawari noticed a huge gap and a lack of authentic Arab culture being shared in clothing. She says there was a lack of authenticity, blatant cultural appropriation by fast fashion, and so she founded KUVRD to reconnect to her roots and preserve her heritage. She shares that she always wanted to create a social enterprise that carried their identity forward. It’s this goal and moral compass that has led to sustainable employment opportunities and a focus on giving back through the brand.
Ethics and sustainability have always been at the core of KUVRD since 2018. Because production remains in Jordan, the brand works closely with artisans, refugees, and local families. Fabrics are sourced locally from their family factory, along with other local suppliers and garments are produced in slow, small batches to ensure everything is made ethically and of high quality. Hawari tells us that KUVRD aligns with the UN’s Sustainable Development Goals including Decent Work by providing stable, fair jobs within our workshop and partnering with other local workshops in Jordan as well, Reduced Inequalities by working with partners from marginalized groups which creates opportunities for them as well as Zero Hunger and Good Health & Well-Being through their food initiatives and support of emergency relief programs. Hawari shares, “We’re preserving culture, supporting communities, and making a positive impact at the same time.”
Recently, KUVRD shared the work they are doing with Human Appeal to get food across the border into Gaza. Both Hawari and her brother Hasan packaged food in Jordan with a global community in hopes it would feed those in need in Gaza. Through the company’s Karam initiatives, they have partnered with a few charitable organizations including Human Appeal who have a team on the ground in Gaza distributing food parcels and emergency supplies. The KUVRD community helped fund those shipments through their purchases and donations. The team at Human Appeal is able to get food across the border, though it is extremely slow but they do share updates of distributions happening.
Source: Kuvrd
In Arabic, "Karam" stands for kindness, generosity, and graciousness. Outside of their work with Human Appeal KUVRD has helped necessities and hygiene products get into Gaza with Human Concern International, who are on the ground in Gaza and Palestine, providing life-saving medicine, and survival equipment, covering health facility costs, and delivering food aid, shelter, and rental assistance to evacuated and displaced communities. They have also committed to supporting orphaned children who have been deeply impacted by conflict and displacement in Gaza. When making a purchase on KUVRD, you can select "Orphan Sponsorship" at checkout and a portion of your purchase will directly contribute to life-changing support, giving these children hope and stability. Thousands of orphaned children are in urgent need of stability, with many at risk of hunger, homelessness, and losing access to education. Sponsorship provides them with the essentials. In 2024, KUVRD sponsored 18 children, with an additional four children in Gaza and Yemen sponsored this year.
Unshockingly, as a brand so publicly open about supporting Palestine, they have received backlash but remain grounded. “We focus on who we are, what we stand for, and the impact we’re trying to make. A lot of that aligns with the Sustainable Development Goals: dignity, fair work, reducing inequalities, supporting vulnerable communities. For every negative message we’ve gotten, there have been dozens of supportive ones.” Hawari adds, while it has been tough times KUVRD continues to navigate with transparency, empathy, and by staying true to their community.