About Us

We are living in times of rapid globalisation and traditional cultures have been struggling to survive as symbols of identity in the modern context. In recent times, the power of media and entertainment has created a dominant mono-culture which lacks the beauty and modesty of traditional cultures.

Clothing is one of the most common expressions of identity, our clothing speaks for us before we can speak for ourselves. Even though traditional Islamic clothing is diverse in style, by design, it always honored and dignified the human being.

The founder of SunnahConcept observed that conventional clothing today particularly in the west is not designed with the consideration of dignifying the Muslim in any stage of its design process. So Muslims are scrambling around modern outlets trying to compile outfits that will dignify them in prayer, at work and socially.

The concept of Hijab(veil) is often ignorantly attributed to only women but in fact its applicable to both men and women equally. The private area (awra) of a man is between the navel and knee. This area must be sufficiently covered at all times in public. Most modern clothing does not cover the private areas sufficiently in all situations, such as in positions that require sitting, bending or prostrating.

For example, the standard crotch length formula for dress pants and jeans is measured to end up in line with ones own crotch. This would be considered a perfect fit, which is contrary to the Islamic principle of covering the outline of ones private area(awra) so that it would not be noticeable to an onlooker. So with that in mind just having a layer of material over ones skin is not sufficient.

The brand name SunnahConcept was inspired by appreciating the fact that the Prophetic dress code is rich in diversity and not fixated to a single style, SunnahConcept offers clothing which is designed to conceptually resemble the Prophetic dress code.