One hopes the world’s response to the drought and famine in East Africa, the area’s worst in decades, is as robust and immediate as its reaction to the earthquake in Japan. Thakoon isn’t waiting around the find out.

To support the relief effort in Somalia and the region, the New York designer has developed a limited-edition Masai scarf reminiscent of his fall collection. All proceeds from the sale of the lightweight plaid scarf will be donated to an international children’s relief organization working in the Horn of Africa.

To bring the project to life, Thakoon collaborated with model Ruby Aldridge and photographer Paul Maffi on this short video featuring Ruby—who is, incidentally, in a band—rocking out like a Masai chief…