Qatar’s first modest sportswear brand smashes through crowdfunding target

It all started nearly two years ago on a mountaintop in Tanzania, where active hijabis Haya Al Ghanim and Amina Ahmadi were working out and finding their headscarves getting in the way.

After hours of venting their frustration to each other in a tent on Mt Kilimanjaro, the two friends decided to set their plan in motion when they got home to Qatar.

“While we were training for Kilimanjaro, we really wanted to train outside, but we were really struggling to find something to wear that was appropriate for training outdoors,” says co-founder Amina.

“We knew at that point that we wanted to do something about it, but it was the experience of Kili itself that brought [the modest-sportswear brand] Oola to life. We made up our minds that we were going to go back home and do something about it.”

AIN’T NO MOUNTAIN HIGH ENOUGH

Haya and Amina realised that they couldn’t be the only ones going through the hassle of trying to find loose-fitting clothing that was modest, comfortable, chic, and functional. Haya recalled, “I thought, we need suitable designs for sportswear in the right fabrics. I wanted something comfortable and chic so I wouldn’t be ashamed to wear it if I went out for a coffee after exercise.”

A few days after their return from Kilimanjaro, the duo approached their colleague and friend Lilian Gabriel, who specialises in garment design and construction, with preliminary drawings of what they had in mind for their sportswear brand.

“Haya and Amina shared with me how challenging it could be for them to find the proper outfit for something as simple as exercising outdoors,” said Lilian, now a co-founder of and fashion designer at Oola. “As a designer, I simply could not accept that, [and this] encouraged me to join the team to find solutions for the problem and help more active women who see sports as the answer to a healthier and happier life wear what makes them comfortable.”

The team put together a trial collection to test fabrics, sizes and functionality and took it out for a spin with 15 other ladies. After almost a year of trial and error, Oola’s designs came to life.

OBSTACLES TO OPPORTUNITIES

“Training outdoors with so many layers was a huge obstacle that we turned into an opportunity to create Oola,” said Haya. “We try to turn obstacles into opportunities to be able to leave a positive impact.”

Oola hit the ground running in October, launching an Indiegogo crowdfunding campaign to help raise the funds required to complete production. Their target of $15,000 was handily smashed, raising $23,167 (154 per cent of the goal) at the time of publishing. This money will now be used towards producing headpieces, a multisport top and a hiking top, with the possibility of more products being rolled out in the near future.

So why did they choose this form of investment? Haya states that crowdfunding was a great way to engage customers early on in the product launch process.

“Backers of our crowdfunding campaign have the opportunity to receive our exclusive products at up to 50 per cent off as they pre-order through the campaign. They also receive our updates as we develop and some might even get involved in the product development process.”

Their strong start not only helped them raise the funds they needed to carry on producing the garments, but it has also drawn recognition from Her Highness Sheikha Moza bint Nasser, Chairperson of the Qatar Foundation for Education, Science and Community Development. According to Haya, Her Highness said that she was proud to see this much-needed startup, with its powerful and well-thought approach and designs, emerging from Qatar.

“We both went in full Oola gear to meet Her Highness, and she complimented the designs, choice of fabrics and quality of finish—we were over the moon! Her support for our vision and [her] encouragement gave Oola an even bigger responsibility to make outdoor sports accessible to more women without compromise.”

THE PERFECT COMBO

After aggressive trials of the brand, Oola has managed to combine a few design elements that set it apart from any other brand. The products feature soft, wrinkle-free, breathable and moisture-absorbent fabrics, and the products’ unique snaps prevent scarves from slipping, providing full coverage of hair and ears. This enables users to wear a headscarf without the need for pins.

“The jacket has been popular among frequent travellers who typically wear the abaya and see the jacket as a mini-abaya,” continues Haya. “They immediately thought of the long walks while travelling and how this will enable them to move more freely.”

FUTURE PLANS

For Oola, it doesn't stop at gym wear. The duo plan on developing a modest-swimwear line after reaching their stretch goal of $25,000. Haya adds that anything they plan to make now and in the near future, whether it’s sportswear, accessories or even community efforts, will always be to encourage fellow women to get out there and get active.