“The stepping stone to achieving an equal-minded culture is to bind people together with a similar vision.”
The collaboration between Clubsportive and Souvf started at the resounding value of one name: Marjolijn Meijer. The co-founder of Clubsportive and the Urban Gym Group. At Souvf, they celebrate and empower women all over the world. Especially women who have made their stamp on the community and have managed to make their dreams come true. Marjolijn is one of these women, through this collaboration we celebrate her success and also show the world that it’s possible to do whatever you want to do as a woman or girl. No matter what society tells you.
Established in 2016, Souvf is a t-shirt brand founded in Amsterdam that looks to create a unique statement both in and out the fashion industry. Growing up in a predominantly female household with 4 younger sisters and a mom, Soufiane grew up with the inevitable feeling of respect for women. But he felt that the current society isn’t supporting women’s rights and the respect all women deserve and should own. So Soufiane picked up his ‘fashion’ pen and decided to rewrite the cultural narrative through his t-shirts.
At the time, the bold statements couldn’t resound with the general public. Until recently when the statements began to unearth the seriousness of the topic and when the time for excuses came to its end. In 2016, women took a significant stand for injustice and voiced the concern that “enough is enough!” Although far from being close to the main goal, Soufiane believes we all have a part in contributing to a brighter future, whether you’re aware of it or not. His personal ambitions are to drive a better world through the statements his t-shirts make. Making people love more, accept more and care for each other more.
“I imagine a world where we all support each other. That’s my ambition and goal, making our world better before I leave it.”
Partnerships have always been a good way to represent common ideologies between seemingly uncommon grounds. As of this week, as cultural progress is resounding within the halls of our gym, a new collaboration has emerged between the fashion brand Souvf and Clubsportive. But unlike most other fashion brands, Souvf brings along with it a bold statement visible through their intellectually designed t-shirts. The inhibiting drive within the organization is to do everything possible to expand human potential through cohesion in gender equality, empowering women and supporting humanity. The t-shirts from Souvf all have a uniform fashion style, to express the uniform idea behind the brand. Coated in deeply rooted expressions, the fashion style of the t-shirts takes a serious stand-point in creating change within a society that has somehow miss-stepped when it comes to empowering women.
Standing behind a bold statement is one thing, but the heart behind the creation of Souvf is another. Always having been the creative fashion guy, Soufiane started his mission in Tangier, Morocco where he met a street girl. Noticing her to be only 10 years old, she sat on a white blanket on the side of the road, eyes fixated on Soufiane. She had seemingly been sitting there begging on-goers for money. Trying to reciprocate in any way he could, Soufiane grabbed his bag and searched for an item in his bag he thought would hold the most value to her. Observing that money wouldn’t be the solution to her happiness for this small street girl, Soufiane leaned over to her, reached into his bag and pulled out a spare t-shirt. Money is a fickle thing in a poverty-driven situation and being only 10 years old, Soufiane understood it wouldn’t be under her control once he left.
A t-shirt, however, meant that it would be hers to keep. So he handed her the t-shirt in exchange for a smile and told her it was hers, and only hers, to keep. Her expression changed dramatically with a sense of gratitude, happiness, and joy that it created a lasting impact on Soufiane and his behavior towards empowering women. Vowing to never forget the moment her face turned golden, Soufiane remembers thinking, ‘If a simple t-shirt could have such an impact on her, what if I created a t-shirt that stands for empowerment, love and could actually help people? 2 years later the first Souvf t-shirt was launched.
“When you buy Souvf, you’re wearing more than just a t-shirt.”
In the first 2 years, Souvf donated 10% of its revenue to charity foundations. Yet, Soufiane felt that he could do more to create a bigger impact if he changed his business model. So in 2019, the Souvfoundation was brought into existence. The foundation is entirely funded by Souvf, with proceeds from every purchased t-shirt supporting its work. Promoting feminist ideals, empowering gender equality, achieving and protecting equal rights is the foundations’ purpose, with a series of projects set to launch this year. Right now, the Souvfoundation is setting up campaigns in collaboration with powerful voices from the fashion community. Driving a unified fashion statement would help drive the standards for ensuring effective benefits for women and girls worldwide. Souvf is a fashion brand, that has dared to take on the responsibility to create change in a world that needs to adjust its priorities. They took on the mission to start the foundation, it’s ours as a society to support its vision.
Dear Society, F*k you
As human beings, we naturally give negativity the lion-share of attention. It’s in our genes, from a survival perspective it’s how we’ve managed to thrive for thousands of years. In 2019, the gene that is making us think too critically too quickly is useless. Simply because there’s too much going on to be able to think clearly. So Souvf created this video for young girls and women, to have their moment to say, “F*k what others say or think about me because I’m a woman, I do whatever I want to do, and no one can stop me.” It’s a moment to remind ourselves that whatever happens, just be yourself.
Interview with Soufiane Ahaddach