Mission-First Streetwear Designed in Ottawa
We design in Ottawa and produce with vetted North American manufacturing partners to ensure ethical production, quality control, and responsible output.
Our approach is foundation-first:
Start with heavyweight streetwear essentials → reinvest into R&D → develop premium hijabs, abayas, and thowbs.
Streetwear funds innovation.
Our 3 Core Pillars
1) North American Manufacturing (Ethical Supply Chain)
We do not drop-ship.
Every design is produced through vetted North American partners using premium cotton blanks and controlled production runs.
This allows:
2) The 10% Sadaqah Standard
Every purchase carries responsibility.
10% of profits from each sale are directed to verified charitable initiatives in Canada and abroad.
This is a built-in operating principle — not a campaign.
3) Engineering for Awra
We do not “size up.”
We design for coverage from the pattern stage.
From 400gsm heavyweight hoodies that resist cling to structured joggers built for movement, every piece is created to maintain modesty in real motion — not just static posture.
Why Streetwear Comes First
Most modest fashion begins with formalwear.
We start with everyday essentials — the clothing worn daily — because this is where quality, durability, and coverage matter most.
Phase 1 focuses on:
Revenue from this phase is reinvested into sourcing luxury fabrics and developing advanced modestwear engineering.
The Vision
Current build: foundation streetwear.
Next build:
Long-term goal:
A Canadian-based Muslim fashion house with full control over design, material sourcing, and ethical manufacturing.
You are not just purchasing clothing.
You are participating in the construction of a long-term modest fashion ecosystem.
WHAT’S NEXT — THE ROADMAP
Our Roadmap: The Journey to 2027
We build transparently.
Each phase is structured, funded, and executed in sequence.
Phase 1 — The Foundation (Current)
Focus: Establish the daily uniform for modern modest wear.
Products:
The Smile, It’s Sunnah streetwear system.
Materials:
Heavyweight 400gsm combed cotton, structured cotton blends, durable daily-wear textiles.
Objective:
Build community demand and secure funding for advanced fabric sourcing.
Status: LIVE
Phase 2 — The Sourcing (In Progress)
Focus: Material acquisition for formal modestwear.
Activity:
Sourcing high-density crinkled chiffon and premium woven modal.
Objective:
Secure custom fabrics that reduce layering complexity and improve daily wear comfort.
Status: ACTIVE
Phase 3 — The Expansion (Target: 2027)
Focus: Luxury modestwear launch.
Products:
Architectural abayas and tailored thowbs.
Innovation direction:
Formal modestwear engineered with the durability, structure, and reliability of streetwear.
Status: LOCKED
Phase 4 — Long-Term Build
Goal:
Establish a fully ethical manufacturing site in Canada.
Vision:
A closed-loop system:
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design
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fabric sourcing
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production
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distribution
Employing Muslim creatives, designers, and skilled tailors within Canada.
Why This Transparency Matters
Modern customers and search engines trust structured execution.
This roadmap shows:
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operational clarity
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production intent
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material planning
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long-term viability
It proves this brand is being built deliberately — not impulsively.
Join the Build
Every order placed during Phase 1 directly accelerates Phase 3.
Streetwear today → luxury modestwear tomorrow.
Shop the Foundation Collection