Lessons in the business of fashion: UK modest wear brand Aab continues to evolve as it heads into its fifteenth year
British modest fashion label Aab was picked by John Lewis earlier this year as one of 11 womenswear brands the iconic retailer is now carrying as it moves with the “shift in dress codes”. Aab was the only modest fashion label in the group that largely comprises sustainable and ethical independent brands.
The partnership is an opportunity Aab is really excited about, co-founder and commercial director Altaf Alim told Salaam Gateway.
John Lewis operates 42 shops plus one outlet across the UK as well as johnlewis.com. The John Lewis Partnership, which also owns the Waitrose retail brand, is the largest employee-owned business in the UK and, with over 78,000 employees, one of the biggest in the world. As a social enterprise, profits are reinvested into the business.
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