Hijabtrendz Exclusive: baraka
June 15th, 2009
Baraka is a new clothing line launched in Australia by two women who felt there was a lack of fashionable and modest outfits for Muslim women.
Hijabtrendz recently interviewed Eisha, co-founder of baraka.
How did this clothing line start? Who’s idea was it?
It was like a penny dropping for the both us as the same time really. Kath and I met while studying Islamic Sharia at Daar Aisha in Sydney 4 years ago. We instantly clicked because we both loved fashion so much. Id recently worn my hijab and spent every week in class complaining in Kath’s ear about the lack of fashionable/quality clothes that work with hijab. She had been in the industry for 10 years working with the likes of David Lawrence, Jigsaw and Seafolly. I think Kath had always wanted to do her own thing but it was about finding the right time. After our 3 year course I left my full time job for a break. It was then that Kath wore her hijab and started to feel the same issues I had previously. We both looked at each other and knew then that it was time to start the business.
Why do you think there is a need for Islamic clothing?
Anything Allah asks us to do is for our benefit. We need to dress to fulfill our Islamic obligations but also I think Muslim women are more active than ever before in all parts of the community. We are now in every part of globe and often are trying to adapt to our new homes. There is a need for Islamic clothes that meet religious guidelines of modesty but that are flexible enough to cope with our busy and Western integrated lives. Islam and Halal trade are also the quickest growing sectors so the need for clothing is only increasing even from just a numbers perspective.
What does Islamic clothing mean? How is it different from clothes at Target or any other popular store?
There are differences of opinion on what exactly constitutes Islamic clothing but at a minimum it should be modest and cover all of the woman’s body except for the face, hands and feet. It also shouldn’t be fitted or sheer. You’ll find that mainstream stores like target don’t design with this restriction in mind and are definitely not mindful of how warm it can be covered in the summer months. Their designs are mostly unwearable short, tight, sheer or low cut styles. So for a Muslim woman, the only way to wear anything from these stores is to layer the clothing until all her body is covered. Islamic clothes should only need one or two pieces to cover ourselves properly.
Is it hard to start a clothing line? It seems there are a lot of people trying to break into Islamic fashion, but few seem to succeed.
Starting any business is hard but especially fashion as there is a huge financial investment at the outset. I think success is hinged on research. With such an investment you must do your research well, don’t rush it. This includes what customers want and are missing in the market, why is your product different and why would people buy from you, how will you sell it and what are all the parts of producing clothing start to finish. Investigate these thoroughly. The last think you should be thinking of at this stage are the designs because that’s the easy bit. Kath and I put over 6 months of research and planning into the business before we started thinking about the clothes. It is a stressful and time consuming process but it’s essential. Too many girls start the other way around i.e. with the designs first.
How would you describe your clothing line?
The first thing you notice about our clothes is they are beautiful. It’s Australian made by the same makers as the top Australian brands so you can really see the quality when you touch them or wear them. We use the best fabrics that naturally breathe and are comfortable in any season. Part of what makes them beautiful is their fusion of Western and Islamic styling. They are flattering, fashionable and feminine but also simple. Simplicity is key for us as we wanted each woman who wore it to define her individuality into the clothes. We didn’t want to dictate how she should wear them. If they are classic and simple enough she could accessorize with the season and feel up to date as well as look different to her best friend who bought the same item.
How can people purchase your clothes?
There are a few options at the moment and we are always looking at opportunities of stocking our label with more boutiques. But right now, the options are: they can purchase directly online at www.barakawomen.com , shop at any Siitra store in Australia, Soraya Clothing in Melbourne Australia, or they can visit us at the showroom by appointment only. Please see the website for these details.
Stockists are more than welcome to contact us about stocking our label. Also if customers want to see it sold at their favorite stores, please let us know.
Do you ship worldwide?
Yes we do. Kath and I are waiting for our first shipment to somewhere unexpected like Iceland!!
Is there anything else you’d like to add?
Yes. When Kath and I started baraka, we wanted it to be a blessing (baraka) to everyone. So we stared a project called ‘project women’ where we financially assist women around the world less fortunate than ourselves. Our first project is working with the Widow women in Afghanistan living at the Mahboba’s Promise orphanage. They have produced scarfs for us and they feel fantastic about their independence and new skills. We will sell these on their behalf shortly. Check our website for updates on this project and products for sale from these lovely women soon.
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