Regardless of the passing time and decades – the bond between mother and child is a unity whose value will never change.
Our concept therefore focuses on the essential values that have accompanied people in every part of the world for generations/ decades.
Surge has been closely working with community driven causes which help uplift society and play a vital role in women-centric development all across the world.
The method of holding a baby close to mother’s chest is a traditional practice which signifies the close connection between the mother and child which in turn reflects the nurturing spirit that has been a part of our heritage for centuries throughout all communities.
The product derived its inspiration from labourers and farming women since time immemorial who wore babies in slings but the concept faded out as prams, strollers, car seats came along. This concept is reimagined as being a modular piece which serves purpose not only when baby is young but throughout child’s growing phase.
The product ‘Bembea’ connects one to nostalgia as it can passed generation after generation making it reusable and also plays a pivotal role in one’s family’s tradition. The fabric depicts the design celebrating patterns paying homage to heritage in Africa. The product is fully sustainable uses reclaimed/ upcycled materials sourced locally in UAE.
