by AZALEA AZUAR 

AS MALAYSIANS welcome 2025 with renewed hope and fresh resolutions, not everyone is starting the year on solid ground. With 3.16 million households nationwide earning less than RM5,250, many continue to struggle amid rising living costs. 

Inflation for 2025 is projected to climb to 3%-3.5%, spurred by the RON95 petrol subsidy rationalisation, further straining the affordability of essential items like food, shelter, and clothing particularly for vulnerable groups and flood victims whose homes and possessions have been devastated. 

Stepping in to offer relief, Uniqlo Malaysia has donated 15,034 pieces of its high-quality clothing to marginalised communities across the country through its global initiative, The Heart of LifeWear. 

Beneficiaries include refugees, flood victims in Kelantan and Terengganu, survivors of domestic violence, bottom 40% income group community, Orang Asli, persons with disabilities and critically ill children in East Malaysia. 

Uniqlo’s HEATTECH and AIRism collections were chosen to address Malaysia’s varying needs — HEATTECH for warmth and AIRism for cooling comfort. This targeted approach ensures immediate relief and underscores the brand’s commitment to providing meaningful support. 

However, this campaign would not have been successful without its five beneficiaries: the United Nations High Commissioner for Refugees (UNHCR) in Malaysia, Malaysian Relief Agency (MRA), Women’s Aid Organisation (WAO), Social Security Organisation (Socso) and Rotary Club of Kuching Central.

Uniqlo Malaysia’s COO Rie Aramoto said the campaign reflects the company’s commitment to improving lives through its products and providing meaningful support to those in need. “Together, we can achieve a great impact on society. At Uniqlo, LifeWear is more than just a product line — it’s our philosophy of enhancing everyday life. 

“I would like to express my gratitude to our valued partners for making the Uniqlo The Heart of LifeWear initiative possible, bringing hope, dignity and care to those in need,” she said during her opening remarks at the launch of the campaign, held at Uniqlo Bandar Sri Damansara, Selangor, recently. 

The event was also attended by representatives from the five beneficiary organisations, including Socso Government and External Affairs Unit head Nur Fathiha Ayob Khan, UNHCR Communications head Yante Ismail, MRA deputy president Khairil Annuar Khalid, WAO acting ED Nazreen Nizam and Rotary Club of Kuching Central president Roland Phang. 

Khairil Annuar emphasised the critical role of collaboration in addressing the challenges faced by communities during crises, particularly during the recent East Coast floods that impacted thousands of lives. 

“In times of crisis, partnerships are vital. By pooling our resources and expertise with Uniqlo’s, we were able to deliver aid more effectively to those in need,” he shared. 

Khairil Annuar further highlighted the value of Uniqlo’s AIRism clothing, which was specifically distributed to flood victims living in temporary shelters. 

“These garments provided not just practical comfort, but also helped restore a sense of dignity and hope to individuals navigating incredibly difficult circumstances.” 

Yante reflected on the long-standing partnership between UNHCR and Uniqlo, which has spanned over a decade. She recounted a memorable campaign from 2014, where refugee women were invited to participate in an experience designed to mimic shopping at a retail store. 

“These women arrived expecting a simple donation of clothes, but what they received was so much more. They were given the freedom to choose items they liked, assisted by Uniqlo staff offering styling advice. This wasn’t just about clothing — it was about restoring a sense of normalcy and belonging to individuals who had been displaced by conflict.” 

She emphasised that for those who have lost everything, clothing can provide more than physical protection. 

“It restores comfort, dignity, and self-worth — elements that are essential for rebuilding lives.” 

Similarly, Phang highlighted how the Rotary Club of Kuching Central collaboration with Uniqlo has brought comfort and joy to critically ill children and their families, particularly during the holiday season. 

“Our most recent partnership saw us delivering over 300 clothing items to children at Sarawak General Hospital and their families. 

“These clothes did more than provide physical comfort. They boosted the confidence of children undergoing treatment and offered a sense of care and reassurance to their families, many of whom are already burdened by high medical costs.” 

Roland added that witnessing the smiles and gratitude on the faces of these children and their families underscored the profound impact of such initiatives. 

“Through collaborations like this, we are able to deliver not just material support but also emotional relief, reminding them that they are not alone in their struggles.” 

These heartfelt accounts from the campaign’s partner organisations underscore the transformative power of Uniqlo’s initiative, highlighting the deep impact thoughtful collaborations can have on vulnerable communities. 

• This article first appeared in The Malaysian Reserve weekly print edition