du, from Emirates Integrated Telecommunications Company (EITC), has namedShoug Al Fardan as the winner of an exclusive competition for Emirati designers to redesign and create new uniforms for staff at du’s retail stores across the UAE.

The competition, which opened in September, was aimed at encouraging young Emirati designers to think out-of-the-box to design uniforms that would celebrate the brand’s forward-thinking vision. The contest drew over 120 entries, from which three semi-finalists were chosen by a judging panel at the du offices in January. Shoug Al Fardan won the competition with her innovative and creative design that captured the essence of du’s mission to redefine the digital customer experience.

Shoug will receive a cash award of AED 50,000, and her design will be worn by du employees in the first half of 2023. The new uniforms and showroom spaces will bring a new look and feel to du’s retail locations, marking a new chapter in du’s transition into a digital-first telco.

As part of du’s commitment to corporate social responsibility and continued efforts to build a sustainable future, the old uniforms will be donated to a recycling centre.

Marwan Thani, Head of Direct Channels at du: ‘We are delighted to announce Shoug Al Fardan as the winner of the uniform design competition. Her creativity and design align with the direction the brand is exploring with an omnichannel customer experience. We are thrilled to be supporting the Emirati community through championing young, local talents, and are proud to tie into the wider community by giving the old staff uniforms a new life through our recycling initiatives.’

Winner, Shoug Al Fardan: ‘I am so humbled to have been selected as the finalist for designing du’s new uniforms. To be selected from a wide group of Emirati talents, and to have the opportunity to have my work as part of an institution like du is an honor. I would like to thank them for providing me with this esteemed opportunity to give my designs a stage of this scale.’

For more information, please visit du official Instagram account @du.