Sports hijabs making inroads into Britain
In Q2 2015 British high street department store House of Fraser announced that it would start stocking the Shorso brand of sportswear hijabs. Jessica Robinson, Shorso UK Regional Commercial Director, tells Salaam Gateway more about the company.
Salaam Gateway: Are Shorso sports hijabs available in-store at all House of Fraser shops? Where else can Shorso products be found, both in the UK and internationally?
Jessica Robinson: Our products are available online from our website, the House of Fraser website, Sanco, Love Islam Shop and The School Wear Company.
Salaam Gateway: How did the deal with House of Fraser come about?
Jessica Robinson: We have close relationships with various retailers in the UK and internationally and came into contact with House of Fraser.
Salaam Gateway: Does Shorso specifically target the Muslim market or the broader modesty movement in sportswear fashion? What are the pros and cons of each strategy, vis-à-vis the UK market?
Jessica Robinson: We specialise in modest sportswear and clothing for women and girls from all backgrounds, however our products are most popular with Muslim women. Our customers also include women and girls with skin sensitivity who would like to cover up from the sun when swimming.
Salaam Gateway: What has been the UK response to sportswear hijab in general? Has there been resistance or any form of Islamophobia hurled at Shorso and its products for promoting ‘Islamic’ wear/fashion?
Jessica Robinson: The response from the UK and international market has been great and our consumer base and product range is growing rapidly. We have not received any negative feedback in regards to our products and have had positive responses from our customers.
Salaam Gateway: There are several modest sportswear companies coming up in different countries. Does Shorso see a need for a merger of some of these companies in order to achieve scale and increase chances of penetrating more markets?
Jessica Robinson: We are open to product development and working with new suppliers, however we are unique and believe that we will grow in the market accordingly.
Salaam Gateway: Is the modest sportswear market big enough to attract the major global sportswear brands such as Nike, Adidas and Reebok?
Jessica Robinson: The modest sportswear market is worth millions and with various high street retailers now introducing these products, hopefully it won’t be long before it becomes widely available in those stores also.
Salaam Gateway: What’s in the pipeline now for Shorso beyond House of Fraser?
Jessica Robinson: We have developed promising relationships with various retailers which will hopefully lead to future partnerships.
ABOUT SHORSO UK
| When was Shorso founded? | September 2012, launched in May 2013 |
| Where are you based? | Tipton, West Midlands, UK |
| HOw many people do you employ? | 1-10 |
| Where do you get your raw materials from? | Various UK and international suppliers |
| Where are your products manufactured? | UK and abroad |
| How many unites do you produce in a month? | 1,000+ |
| What's your best-selling item? | Black sports hijab |
| Do you follow any ethical guidelines for the type and sourcing of materials, as well as manufacturing of products? | Yes, our factories are audited and are constntly reviewed to ensure we maintain an elite level of service. Our materials are also trialled and tested. |
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