Modest dressing with a modern spin
As Ramadan begins, the co-founders of clothing brand Aab talk about spotting a gap in the market
As the saying goes, if you want something done properly, do it yourself. That’s how Aab, a family-run clothing brand founded in south London and stocked by John Lewis for the past year, came to life.
Founder Nazmin Alim, an accountant, was frustrated by her favourite high-street brands not catering to her desire for long hemlines and high necklines (a loose, maxi silhouette would almost always be cannibalised by the absence of sleeves, or be backless, for example). So she ingeniously sourced offcuts of their fabrics and had the pieces she liked custom-made to her specifications by a tailor.
‘Traditionally, modest wear was black and not made from premium fabrics,’ explains her brother and Aab co-founder Altaf. Nazmin’s clothes quickly garnered compliments not just from the Muslim community, but from colleagues and strangers who stopped her in the street. In 2009, the business was born, with Altaf scratching his entrepreneurship itch and jumping on board, too.
‘We spotted a gap in the market,’ says Altaf. ‘No one was talking to the type of customer who was looking for contemporary, on-trend fashion but with a modest silhouette.’ Most of Aab’s dresses come in two length options and they’ve since added casualwear in the form of longline hoodies and co-ordinating, loose tracksuit bottoms. Aab means water in Persian – it was chosen because it’s a natural entity that flows and has no borders. This resonates with the brand being for anyone, regardless of their faith.
‘The great thing about being stocked at John Lewis & Partners is that we’re seeing a wider cross-section of customers shopping from us purely for something modest,’ says Altaf. Interestingly, the brand’s hijabs are proving popular with women from all backgrounds, who're simply seeking large scarves. The same goes for their leggings and joggers, which are designed for swimming and provide far more coverage than the average swimsuit. ‘It’s opened up our world as well,’ says Altaf, who is of Pakistani heritage.
Altaf approached John Lewis & Partners after reading an interview in a national newspaper in which the Chair mentioned that stores weren’t celebrating major Muslim festivals such as Ramadan and Eid. ‘I’ve grown up shopping at the company, so I reached out,’ reveals Altaf. ‘It’s massive for any brand to get a break into John Lewis.’
Altaf looks forward to the period of reflection and introspection that Ramadan’s 30 days of fasting brings, as well as the focus on private worship. He’ll also find comfort in the communal act of getting together for iftar (the break of the fast at sunset) with family and friends for the first time in two years. ‘As the first iftar falls on a Saturday, we’ll take time to prepare a nice meal with a focus on healthy eating, although when I was a child there were lots of treats,’ he laughs.
A month later, everyone unites to celebrate the month of abstinence with Eid. ‘That’s like the reward,’ explains Atlaf. ‘Traditionally, everyone will buy new outfits to wear, and gifting has become a really big aspect – everything from fragrances to new shoes.’
So for anyone looking for that new modest but covetable outfit, the secret is out…
