• Design for recycling: We create our garments intending to make them as durable as possible, we focus on using natural fibers that can be easily recyclable and biodegradable.

 

•  Design for reducing water pollution: Our business is focused on finding the best sustainable solutions to reduce the water pollution generated by our practices to be the minimum possible. Currently, we are focusing on sourcing our materials in a way that has close to 0% water pollution percentage, as possible. In the future, if we have to produce new fabrics we will work closely with the factories to ensure that no harmful chemicals are used in the production of our garments and will regulate and asses our water pollution impact in a measurable and shareable way.

 

•  Design for reducing chemical impact: As mentioned above, we are currently designing our sourcing process in a way that we are not creating any new materials and therefore we are not promoting any more chemical impact done to our planet. In the future, we will keep this as an essential part of our agenda, and we will ensure that our products are non-toxic, harmful chemical-free and as natural and organic as possible. We will also ensure that every part of our business sticks to this same approach and we will measure our performance as give open reports about it.

 

•  Up-cycle, up-cycle, up-cycle: Our main sustainable focus is to up-cycle as much as we can. We are trying our best to stick to not producing any new materials, instead, we are focusing on reusing already made ones. This takes a huge effort from our side to seek for the best quality, natural and organic materials, to be found in European fabric houses, having in mind our customer needs and likes.

 

•  Design to lower negative environmental and social impact: Our business is designed to radically reduce the negative environmental and social impacts that we can have. We want to be as green as possible and as ethical as possible. Currently, we are achieving our goals by implementing a sustainable supply chain: we up-cycle our products from fabric houses that adhere to the EU regulations of fair trade. We manufacture our scarves in a woman lead and owned factory in the UK that we visit and asses regularly.

 

•  Design to increase the garment life-cycle: We make our garments with the highest quality standards available, we design for you to love our scarves for a lifetime, or even donate them to your loved ones once you get in need of a change.

 

•  Choose materials that have longer lifecycles and fewer environmental impacts. We only work with durable materials, high quality and that doesn’t get damaged easily. We focus on sourcing materials made from natural, biodegradable fabrics and textiles or organic and recycled ones. We try to avoid any material made using harsh chemicals, damaging for your body and the ecosystems.

 

•  Use of garments: Give longer use to garments and donate instead of throwing away, leaving garments to end in landfills: It takes up to 200 years for a T-shirt to biodegrade. 

 

•  Use natural dyes and avoid using toxic dyes this might leek into the soil: We are not currently producing new fabrics, but we will need to do so in the future. Our promise and commitment are to only use natural dyes. Water pollution is one of the biggest problems in the fashion industry. Recent research has shown that there are over 5 billion vulnerable people, affected by the release of harmful chemicals from factories that work for major fashion and fast-fashion labels. River and ocean production is affecting all of us and will continue to do so for centuries as these chemicals live for decades in the water.

 

•  Repair and bring things together: If the stitching for not taking proper care of your scarf, repair instead of buying a new one, you don’t throw someone you love out of your life because they have a minimal imperfection, right? Do the same with the garments you love, repairing is better than replacing.

 

•  We are in a constant search for better organic materials: As new technologies evolve, we are tirelessly looking to innovate and improve our business to continue to grow most sustainably. One way we are implementing this goal is by searching for innovative materials made from natural sources.

 

•  We choose factories that have been audited and assessed: We only work with businesses that adhere to our values and brand ethos. We have visited and assessed in person all of our manufacturers and partners.

 

•  We educate customers about the importance of ethical and sustainable values: One of our main missions is to educate about the importance of taking a radical stand to reduce carbon emissions and pollution before is too late. Our mottos Buy less, buy well and our deen is green, show our commitment to spread awareness about our responsibility of changing the way we consume. Our moral responsibility as Muslims should be enough to push us to stop harming nature and making poor buying choices with devastating social and environmental consequences.

 

•  Sustainable fashion is about values. We have to DECIDE WHAT WE VALUE. We have to understand the true values of modesty and redefine the way we live and wear modesty. It should be a lifestyle involving all our daily choices, from what we wear, to how we speak, treat others and the things we buy.

 

• We have a transparent supply chain: We are open with our customers and transparent in our ways. From manufacturing to packaging we have made a fully sustainable supply chain. We often share the data of our business on our social channels. Data like the carbon footprint that our business has, how we have offset it. We use biodegradable and compostable packaging and keep it as simple as possible to avoid creating unnecessary waste.