Palestinian brand you should know: OMUNS CO

The following was originally published in Palestine in America’s 2021 Fashion Edition. Order a print copy, download the digital version or subscribe today!

Omnus co. is a clothing brand that aims to create designs that speak to the social justice movements in America. My vision is that people will question the designs, which will spark discussion about the issues they highlight, leading toward change. The mission of this company is to promote unity between communities, bring awareness to social issues, and ensure eco-friendly production. To confront social justice issues directly, omnus co. recognizes the importance of supporting grassroots organizations and revolutionaries at the forefront of these movements, and is dedicated to donating 10% of all profits to the American Civil Liberties Union (ACLU). This nonprofit organization works to defend the rights of everyone living in America by working in the legal system, legislature, and communities. Please follow and support this journey by checking out omnusco.com!

Meet the Founder

Asma Shuaibi is the founder of omnus.co, a clothing brand that celebrates social justice movements and donates 20 percent of proceeds to the American Civil Liberties Union (ACLU).

What does being Palestinian mean to you?

Being Palestinian means committing to the fight for justice globally.

Where in Palestine are you from?

I am from the village Yalu. Unfortunately, I have never been able to visit this village because Israelis illegally occupied it in the late 1960s. Hopefully, one day when Palestine is free I will be able to visit the village I only know of from my grandfather’s stories.

When it comes to Palestinian fashion, what are three things you think of?

Art, history, and resistance. When I think of Palestinian fashion, I think about the beautiful embroidered Palestinian thobes. These thobes, or dresses, are skillfully made from a piece of thread. The fusion of colors and intricate patterns makes this piece of cloth an artwork. Thobes are packed with Palestinian history—from village to village one can observe the changes in patterns and stitch work. Thobes represent the cultural identity of Palestinians and they send the message that Palestinians will continue to fight for their homeland.

What made you interested in fashion and/or the history of Palestine?

I believe that art and design are powerful tools that can be utilized to move people and inspire them to share their stories. Just as Palestinian fashion is symbolic and represents more than just being an article of clothing, I wanted to explore that for my own clothing brand. Fashion and design have always stood out to me as a powerful way to express complex concepts that could spark discussion and make people contemplate the meaning behind what they are looking at. And so I hoped that through creating these pieces, people would stop and question the meaning behind the designs.

What does Palestinian fashion mean to you?

Palestinian fashion continues to thrive to this day. Whenever I wear a traditional Palestinian thobe, I feel powerful and connected to my roots. It reminds me of the beauty and richness of my culture. Palestinian fashion tells a story of the Palestinian struggle, and so it reminds me that the fight toward freedom is ongoing.

What is your most proud moment in your field of expertise?

One of my most proud moments is one that can sometimes be forgotten or overlooked—releasing my business. It took me about a year to work and develop omnus co. before ever making it public. During that time it was just me and my vision. It is really scary to decide to put your idea out there to the world. It was a moment of vulnerability, and I am really proud that I found the courage to release my business and build a community from omnus co.

In your opinion, what are the most important ways to keep our history alive through Palestinian fashion?

An awesome initiative that I have been seeing with a lot of Palestinian brand clothing is the exploration of new ways to spread our message. For instance, you can now find more streetwear Palestinian clothing. Seeing so many people wear Palestine sweaters, or kufiyyeh-print beanies really makes you feel seen as a Palestinian. You feel a part of a community of people that stand in solidarity with you and are actively trying to end the occupation. I believe that through continuing to explore new styles and ways to express Palestinian solidarity messages, while staying true to tradition, Palestinian fashion will flourish.  

What do you hope everyone learns through Palestinian fashion?

Palestinian fashion is full of beautiful meaning and represents so much more than just being another fashion trend. For instance, whenever I wear a kufiyyeh, I am often complimented for wearing such an obscure print. I use that opportunity to teach people that this isn’t just a trendy pattern and that it is symbolic of the Palestinian struggle. I hope that through these simple interactions about fashion, people can see how symbolic and important Palestinian fashion is.

What are three words to describe your work?

Unity, awareness, and resistance. omnus co. was developed with the goal of exercising freedom of speech and bringing awareness to injustices in America. Through fashion and design, I hope to create a community that advocates for justice for all Americans.

Lastly, what is your mission within the Palestinian fashion industry and the preservation of Palestine’s history?

My mission is to continuously preserve my identity. Zionists are constantly trying to change the narrative of the Palestinian people and manipulate the history for their own agenda. However, my existence as a Palestinian woman is resistance to the occupation. This feeling of being marginalized is not uncommon among other people. In America, Black, Brown, Asian, Latinx, and Indigenous communities go through their own struggle of trying to preserve their identity and their history. And so there is unity in these struggles, and I hope that I can help create a platform that uplifts marginalized voices and makes space for their narratives through clothing.