Conversations with

Basketballer. Coach. Poet. Activist. Asma Elbadawi wears many hats, but all the roles have one thing in common — her passion for feminism and female empowerment. We spoke to the Sudanese-British athlete about how she constantly challenges the rules and champions movement, from fashion to activism.

“It doesn’t need to be complicated. It just requires you to move forward. I choose movement. What do you choose?” — Asma Elbadawi


With diversity and eco-consciousness at its core, we aim to champion a community that believes that being modest is a form of liberation rather than restriction, regardless of backgrounds and beliefs.


modest athleisure

Modesty should be a form of liberation rather than restriction. We believe that it can be embraced by anyone regardless of one’s religion or background, and we’d like to play a part in shaping how modest women dress.

women empowerment

The key to empowering women through fashion? By introducing well-made garments that allow ladies to feel confident, comfortable and fashionable. Our innovative products incorporate the finest fabrics, curated colours and the latest athleisurewear trends.


#WECHOOSE to go above and beyond to celebrate YOU. By inspiring and fostering a community who can be their most authentic selves with collections that feed not just the body but the soul.


We put the planet first. From sustainable fabrics to eco-conscious practices, every single piece from our collection is made with longevity and circularity in mind to lessen our environmental impact.