'More Than A Thobe' initiative is a movement started by the founder that involves the purification of one's soul towards a path of righteousness and getting closer to Allah's path. One way of pursuing this goal is by calling out to Allah (Alone) in Dua. Wearing the proper attire will give you a good opportunity for your Dua to be accepted. The ideal attire for a man would be any garment that covers his awrah. This sort of purification from unlawful to lawful clothing, and other forms of purification, is what is being pushed by 'More Than A Thobe' campaign.