The Aab Live Well Project


A noun deriving from the Persian language that translates to one of the four basic elements of the universe - water. It’s this very definition that inspired the beginning of Aab's ‘Live Well’ project and our journey to be a brand with a social conscience. Its purpose is to provide deprived communities with the gift of fresh and clean water through the installation of water wells.

Our Contribution

Aab installed its first water well in early 2021, located in Sindh, Pakistan. Since then, Aab has successfully completed installing three additional water wells, all located in separate villages in the Sindh province and plans to on goingly install wells as the project grows. In each village, hundreds of people now have access to clean, fresh water - with each water well pumping out approximately 200 gallons of water a day.

Previously, the population was at a high risk of contracting hepatitis, with some areas already having a 70 percent affliction and the primary cause being - pollution from past wells. Many of the previously dug wells were not dug deep enough, preventing proper filtration and allowing for water to seep back into them causing the water to be contaminated. Live Well project installs wells that are dug much deeper at over 50 ft compared to the 15-20 ft of previous wells.

In 2022, we've set a goal to scale the project and we’ve begun by committing to building a well each month and keep updating you regularly on the progress of each one.

Our Commitment

Through the Aab Live Well project, our objective is to ensure communities have cleaner water, which benefits the health and well-being of these communities greatly. We believe in fashion as being a force for good, and our ultimate goal as a business is to make a direct and lasting impact in people’s lives. We want to provide access to the necessities of life because no one should be deprived of them and ultimately it is often small changes that open the doors to a better quality of life. Having access to safe water is a basic human right and fulfilling this right is an excellent Sadaqah (the voluntary giving of charity).

How can you help?

By shopping with Aab, you are helping to give others the chance at a better quality of life. Each purchase you make supports developing The Aab Live Well Project further, and from there we aim to continue to install new wells for communities that need it.

‘The Messenger of Allah (saw) was asked, “Which charity is best?” He replied, “[Providing] water”’. [Abu Dawud]