Product Journey

How your hijabs are made; matters. We believe in responsible and conscious fashion, which reflects our values.

Every hijab we retail is designed and developed exclusively by us and for us, to meet our standards and vision, all in line with our brand values, from design to final production. All of our colours are customised in-house. We don’t purchase stock fabric with zero traceability, pre-existing prints, hijabs or work with wholesalers. This means that we are able to go to great lengths to ensure our supply chain and production methods are as low impact as possible, ethical, environmentally and sociably sustainable. This also allows us to design and develop hijabs and accessories which truly serve the existing needs of our customers. 

From inception to delivery, the overall process can range from 12-18 months minimum, as there are a range of important factors to be assessed.

Concept development and design work takes place in London in-house. We are fortunate to be able to work with extremely knowledge and creative individuals. We identify the needs and personality of our consumers before proposing the most appropriate fibres, techniques, technologies, palettes and consequently the location in which final production will take place, so that these needs are captured as much as possible.

Design and development work can range from creating intricately detailed art work by hand for our printed hijabs and embellished range, creating our own natural dyes, developing mood boards and technical packs.

The process does not end here; we remain fully committed socially and environmentally, even after our products have been retailed. Read our social and environmental commitment here.

We spend several months researching, testing and assessing practises to ensure the raw materials and people we work with, meet our environmental and social sustainability standards as much as possible. We opt for a healthy balance between new and innovative, sustainable technologies, and traditional methods of production, as we have found this to be the most economically, environmentally and socially sustainable. 

It is extremely important that those we work with, operate with a strict control of expected safety regulations, especially where the work environment is concerned, have fair living wages, the prohibition of child labour, and prohibit any form of abuse and egregious hours.

We work with mills and machinists all around the world, adopting a very stringent selection process. The global location of a factory does not immediately determine whether or not it is suitable. Exploitation and unethical practises exist all over the world, including the western ‘developed’ world where regulations are strict.

Stigmas are being broken by dedicated family and community run units all around the world. We assess a wide range of factors when making our selection and absolutely love to support and prioritise rural artisans, small family owned businesses, community run programs, women run facilities, traditional practises, high craftsmanship, quality of product, sustainable innovation and methods which preserve the natural environmental and empower communities. Above all, it is extremely important that the workers involved in our supply chain benefit from great working conditions, a fair living wage, respect within the work environment and are treated justly.

Our collections and new developments are currently being produced in England, Germany, Bali, India, Cambodia, Italy, China and France. Details on our supply chain for existing items can be found under each product below ‘Conscious Choice’.

Working with mills, producers and artisans all around the world allows us to access traditional techniques, employ experts in their field, support rural artisans and contribute to local economies. 

Once we have finalised our choices, we develop, produce samples and test various fabrics and dyes to determine the durability, strength, breathability, comfort and overall quality of our products. We then begin final production with our mills, artisans and machinists, followed by quality control, steaming and packaging.

All of our hijabs are packed in environmentally friendly packaging immediately after production, which means they are not stored or packed in poly bags or plastic mailer bags at any stage. We use paper bags to package each hijab individually, biodegradable pouches, made from recycled materials, to store recyclable tags and wash care information, unbleached labels and recyclable mailing boxes.