Stitched amid conflict, this Palestinian luxury sneaker is now available in the U.S.

FastCompany: If you visit a Palestinian home, you might come across a colorful geometric pattern adorning the throw pillows or tea towels. For 3000 years, women across the South Hebron Hills in the West Bank have learned the art of tatreez , a form of cross-stitch embroidery that is passed down from generation to generation. The motifs, which often feature stars and cypress trees—and the color palette of browns, blues, and reds—are meant to conjure the beauty of the Mediterranean landscape.

“We do embroidery on bags, dresses, bedsheets, book covers,” says Kifah Adra, the head of the Women’s Weaving Cooperative in Masafer Yatta, a chain of hamlets in the area. “All of our homes are filled with embroidery.” [Photo: Resolute RGL] The Palestinian people are struggling in the midst of conflict and military occupation, and the most immediate imperative is to protect human lives. But for Adra, and other Palestinians whose communities are facing existential threats, it is also important to save cultural traditions to ensure that their legacy and history are not erased.

That’s the philosophy that drives Resolute RGL , a Palestinian fashion house that wants to share tatreez with a global audience. It was cofounded in March 2025 by Basel Adra, a Palestinian journalist and documentary filmmaker, along with his mother, Kifah, a master artisan who has been the longtime leader of the women’s cooperative. They’re joined by a group of of Palestinian and global activists—Maria Chacour, Nicholas Jacob, and Joseph Levin—who bring their expertise in design and operations to the business.

They’ve launched a collection of luxury sneakers—priced between $250 and $350—that are embellished with tatreez patterns, hand stitched by 250 women in the cooperative. They’re adding other footwear designs, including sandals and Mary Janes. The overarching vision is for these products to humanize the Palestinian people and preserve their artistic lineage. Today, in a brand milestone, Resolute is expanding its presence to the United States, bringing its products to a broader audience with pop-up experiences across New York, including at the United Nations during Climate Week.

[Photo: Resolute RGL] The Vision for the Cooperative The groundwork for Resolute began in 2003, when Kifah launched a cooperative with three other women in her ancestral home of Masafer Yatta. In this remote, rural region, Israel’s military occupation restricts people’s movements and hinders building infrastructure like schools and universities. Kifah realized that women, in particular, have few options when it comes to formal education or traditional employment.

Girls start learning tatreez from the age of around 10, as a rite of passage, and Kifah had the idea of transforming this craft into a business that would allow women to earn a living and achieve some independence. For years, the cooperative generated revenue by selling embroidered dresses, wall hangings, and home decor to visiting activists, foreign volunteers, and human rights researchers who visited the South Hebron Hills. However, as military blockades tightened and travel across the West Bank became increasingly dangerous, physical visitors dwindled.

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The article highlights a unique brand strategy that combines luxury fashion with social impact, which is significant for the industry and highly relevant to brand strategy professionals focused on ethical branding.