5th Middle East Retail Conference 2016

MRF is the region’s most awaited retail knowledge platform, where who’s who of the retail industry discuss key issues facing the retail fraternity, exchanging best practices. MRF is also a great opportunity to network with the top executives of the retail industry and learn what is relevant for the development of retail business in the Middle East. 

The Annual Images RetailME Awards felicitates top performing retailers and best retail practices in the industry and rewards excellence across a range of retail categories. 

Our co-founder, Matthew King will be one of the speakers for the topic, "Young Turks Redefining Retail"

Ramadan Shoeboxlove 2016

Operation : RAMADAN #SHOEBOXLOVE 2016  

Statistics :

  • 5% increase in Emirates population every year since 2013
  • Men makes up more than three quarters of the population, based on Dubai Statistics Centre
  • The gender imbalance is generally attributed to the number of male expatriate workers/labourers
  • Most populated area in the UAE : Muhaisnah 2 (Eastern Dubai, Deira), known as Sonapur ( Land of Gold in Hindi) where there are more than 3,000 men for each woman. Muhaisnah 2 contains about 8 per cent of Dubai's population in 5.5 square kilometres, as of 2013.
  • Basic Salary for most labourers is 750aed per month
  • In 2012, out of the 50,000 worksite inspections, there’s 109 companies who breach the law on Midday Breaks for labourers (2.5hours off in the heat of the day). Breaks are particularly important when temperatures exceeds 45°C.

About : This Ramadan spread some love to those who need it, our brave labourers, window cleaners, street sweepers, anyone braving the heat outdoors & working during the Holy Month!

How : Fill a flatpack shoebox with some essential items (see below) To make it more personal,people can get creative by writing or drawing on the box itself. More importantly, a 20aed phone card is an essential content in the box ( be it Du or Etisalat) so they can call their families back home 

Challenge : The boxes are flat packed so the donor needs to assemble the box

There’s a reason why the sun shines the brightest in our region -all because of you superstars! This month is a great opportunity to radiate and share that brightness.

Pick-Up/Drop-Off Points : The Change Initiative (Al Barsha 1 Sheikh Zayed Road)/ Inspire Yoga Studio ( T & G Avenue Building, Indigo Central 8 Sheikh Zayed Road). The boxes will be available on the beginning of Ramadan. For corporates, drop us an email.

FREQUENCY OF DISTRIBUTION : Once a week for 3 weeks of Ramadan


VOLUNTEERING : Male only, please reach out to us on aimee@baembu.me/matt@baembu.me

“The willingness to share does not make one charitable; it makes one free”

* Invite friends & colleagues

Essentials to include in each box

  • Bottled Water ( small one )
  • Tin of Tuna
  • Dates
  • Rainbow Milk
  • Nescafe Coffee
  • Lipton Black Label Tea
  • Cup Noodles
  • Toothpaste
  • Bar Soap
  • Toothbrush/Comb
  • Deodorant
  • Shampoo
  • Vimto
  • Glucose Biscuits
  • Disposable Razor ( Shaving Cream/ Hair Gel, if there’s still space =)
  • Tang Powder Juice
  • Phone Card-Du or Etisalat AED 20/-

MOTN Festival 2016

We are very excited to take part in the coming Mother Of The Nation Festival Abu Dhabi. See you at the corniche on March 24- April 2, 4-12pm everyday!


For more details : www.motn.ae


“Each year millions of tons of textiles are thrown away in Sweden and other countries around the world, even though almost all of it could be recycled, donated or repurposed," says Sofia Kinberg, Global Marketing Director at Visit Sweden. "The ShareWear collection aims to raise awareness in the industry of this issue, while also offering an alternative solution."

The program is part of Sweden's Democreativity Initiative, a platform designed to promote and create ideas that focuses on a new topic each year; last year it was creativity in the gaming industry, this year the focus is creativity and sustainability within the fashion industry.

January 20,2016, ShareWear launched, a collection co-created by Sweden’s foremost fashion designers, aiming to make "ready-to-share the new ready-to-wear." Pieces from the collection will be shared on Instagram and the first person to comment on an item may borrow the piece for a week. At the end of the week, the borrower puts the item forward by reposting on Instagram with #sharewear, at which point it gets shared again. And again and again. The initial items offered have been designed by some of Sweden's most prominent brands including Filippa K, Hope, House of Dagmar, NIKOLAJ d'ETOILES, Uniforms for the Dedicated, Weekday and Whyred.

“The aim of ShareWear is to inspire a more sustainable way of being fashionable. Sharing clothes instead of throwing them away is good for your wallet and good for the environment. Share them forward if you want to be fashion-forward,” says Henrik Selin, Head of Department for Intercultural Dialogue at Swedish Institute.

And while there could potentially be all kinds of complications – what if something is not re-shared? What if something is damaged? and so on – this is Sweden, where they have no garbage and they build mirrored treehouses. If this can work anywhere, it's there.


Following the launch on Instagram the ShareWear collection will be available in a digital showroom that can be accessed at Sharewear.se.

The system for sharing is pretty straightforward, as described on the ShareWear site:

1. Search for the hashtag #sharewear on Instagram. If you see an item you would like to borrow be quick to comment. The first person to comment gets to borrow it!

2. Set up a meeting with the person that is currently in possession of the item. We do not provide a shipping service, so make sure you are able to pick it up in person.

3. Get dressed up in your ShareWear and hit the town! After a week it is time to share the item forward by posting it on Instagram, adding the hashtag #sharewear and your geolocation.


Remember Uniforms For The Dedicated? - they were part of the Sustainability Talks last year at DSF Market OTB 2015.

Do Something Warm This Holiday Season

The holiday gift giving season is here! And yes that means many people are crowding into stores on a daily basis looking for deals or a special present or some just wishing they could've brought something special for their families back home or just being in town.


Have you ever wanted to do something for someone anonymously and as a surprise? Whether your answer is yes or even no, there is something you can do that would truly change someone’s life and ensure they had a holiday to remember either going back home or just staying here.

Here's a few steps on how we can share the holiday cheer to our friends  :

a. Determine which jumpers, sweaters, or blankets are not your oh-so-favourite ones anymore. Pack them nicely.

b. Ask family members or friends to join in the effort.

c. Share it to someone whom you think might need it more : labourers, window cleaners, house cleaners, building maintenance guy.

d. Also, check with the community organizations - centers & children orphanages

Bonus Points : Maybe pack some cookies & a box of tea/coffee, too!

There are so many things that tug at us this time of year…from making cookies, to purchasing and wrapping presents, trimming the tree and decorating to traveling. Let’s not forget those in need…and find a way to help.



World Leaders have committed to 17 Global Goals to achieve 3 extraordinary things in the next 15 years. End extreme poverty. Fight inequality & injustice. Fix climate change. The Global Goals for sustainable development could get these things done. In all countries. For all people. If the Goals are going to work, everyone needs to know about them. TELL EVERYONE.


Baembu in Oman

Atop the Jabal Akhdar Mountains, September 2015


The Jebel Akhdar, is part of the Al Hajar Mountains range in Oman, which extends about 300 km (186 mi) northwest to southeast, between 50–100 km (31–62 mi) inland from the Gulf of Oman coast. It is one of Oman’s most spectacular areas. The highest point, Jabal Shams (Mountain of the Sun), is around 3,000 metres (around 9,800 feet) high. It is the highest point in Oman and the whole of eastern Arabia. It comprises the central section of the Al Hajar Mountains range, and is located around 150 km (93 mi) from Muscat.


The range is mostly desert, but at higher altitudes it receives around 300 mm (12 in) of precipitation annually, moist enough to allow the growth of shrubs and trees and support agriculture. It is this that gives the mountains their 'green' name.[1] Cool summers provide the visitor with fresh air surrounded by breathtaking stones.

The area is about a 45 minute drive from Nizwa and is famous for its traditional rose water extraction and agricultural products including pomegranate, apricot, peach and walnut. 


P.S. We stayed at the breathtaking : http://www.alilahotels.com/jabalakhdar

Baembu in Ras Al Khaimah

A few images from a weekend in RAK


Ras al-Khaimah (alternatively Ra'sal-Khaymah or Ras el-Kheima, is a member of the UAE.Its name could be taken to mean "Top of the tent" or alternatively "headland of the small hut". The emirate is in the northern part of the UAE, bordering Oman's exclave of Musandam. It covers an area of 1,684 square km. The capital city and home of most residents is also called Ras Al Khaimah.


Baembu in Machu Picchu

 Machu Picchu, Peru is a 15th-century Inca site located 2,430 metres (7,970 ft) above sea level.[2][3] It is located in the Cusco Region, Urubamba Province, Machupicchu District in Peru.[4] It is situated on a mountain ridge above the Sacred Valley which is 80 kilometres (50 mi) northwest of Cuzco and through which the Urubamba River flows. Most archaeologists believe that Machu Picchu was built as an estate for the Inca emperor Pachacuti (1438–1472). Often mistakenly referred to as the "Lost City of the Incas", it is the most familiar icon of Inca civilization.

Our favourite travel blogger, Nim de Swardt from  http://www.asquareworld.com/ on a 4-day Inca Trail hike. 

Our favourite travel blogger, Nim de Swardt from  http://www.asquareworld.com/ on a 4-day Inca Trail hike. 

Field testing Baembu

Field testing Baembu


Happy trails Nim!

CRAFTED : Morgan Spurlock

 Morgan Spurlock, has teamed up with HÄAGEN-DAZS to create a documentary about the world of artisan craft.  The documentary is simply called Crafted and it explores the lives of artisans who are dedicated to their craft. The same creator of Super Size Me & Freakonomics.

 Yuji Nagatani, Japan, the seventh-generation owner of their family’s donabe pottery company, artisans have the same thought process, they believe that where things come from matter.  Crafted follows three different artisans who dedicate their time to making handmade products.  

Award-winning Spurlock has been recently quoted by the Hollywood Reporter saying that,  “With this film, I wanted to explore what drives our culture toward artisanal products and crafts, particularly within the food industry, as well as explore our desire to connect with heritage through what we consume or purchase. There are so many dedicated craftsmen who are a part of this movement, who manage to keep traditions alive while reminding us what really matters.”

The Paradigm Project

27-year-old change-seeker, Gregory Spencer of The Paradigm Project, first made his social impact by launching a web-isode series called “Stoveman” in which he documented distributing eco-friendly and sustainable stoves around Kenya. Working with his father who co-founded the Project, they work “to create sustainable social, economic and environmental value within developing world communities.” Spencer is responsible East Africa operations as well as communications, marketing and media, so he’s quite the busy guy at Paradigm. Read more about it on : www.theparadigmproject.org


From Director Mary Nighy and Producers White Lodge comes Handprint, a provocative short film starring Elettra Wiedemann. Premiered at London Fashion Week at the launch of the Green Carpet Challenge Capsule Collection on Net-A-Porter, the film aims to raise awareness of the challenges faced by garment workers and jewellery producers around the world. 

"You carry the stories of the people that make your clothes" - Inspired by Ali Hewson

UPCYCLED : Skateboards to Guitars

22-year-old industrial design student Nick Pourfard, who recently launched his Prisma Guitars brand. Pourfard, who’s also a proficient, self-taught woodworker, takes used and battered skate decks and upcycles them into eye-catching, multicolored electric guitars, thus melding his love for both skateboarding and music. Based out of San Francisco, Pourfard’s Prisma brand produces guitars that are each unique in their own right, due to the one-off color arrangement of skateboard decks used in guitar construction each time. Pourfard has also applied the same technique to creating accessories such as pick-ups and guitar picks for those who want the entire aesthetic throughout.