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Neben unserem Bestreben, wertvolle und langlebige Lieblingsstücke von höchster Qualität herzustellen, hat die Nachhaltigkeit für uns oberste Priorität. Wir pflegen Beziehungen zu unseren Partnern und Herstellern, sodass wir zukünftig immer mehr bei der Rohstoffgewinnung unserer Produkte versichern können, dass keine Schäden entstehen. Bei der Herstellung unserer Kleidungsstücke verwenden wir nachhaltige und natürliche Rohstoffe wie Bambus,Lyocell oder Baumwolle, um unseren ökologischen Fußabdruck stets zu minimieren und eine ressourcenschonende Produktion zu gewährleisten.

The founder, Lina Bouhmidi, started wearing the headscarf in 2022 and relatively quickly recognized the everyday problems that came with this decision. Appearance, actions and behavior play a bigger role when choosing to wear the headscarf. The constant feeling of being watched can get unsettling pretty quickly if you're not feeling confident. For this reason, Lina Bouhmidi decided to found a brand that would give her Muslim siblings more courage and understanding. A brand that awakens self-confidence and a love of fashion again. The feeling of community is very important because great things can only be achieved together.

Islam takes the concept of modest even further. Modesty in Islam is known as haya, a word which describes both shyness and a deeper modesty that is based on faith. A sense of haya should affect a Muslim's conduct before God, before others and even when one is alone.
In the holy Qur'an, God says: “O children of Adam, We have provided you with garments to cover your bodies, as well as for luxury. But the best garment is the garment of righteousness. These are some of God's signs, that they may take heed." (Al-Araf 7:26)