Minneapolis – Asiya is a new brand that develops activewear for Muslim women.
Hussein had been volunteering at her local sports centre as part the non-profit programme Girls Initiative in Recreation and Leisurely Sports (GIRLS), which organises girls-only sports sessions and encourages young women to get into sports. She found that many women in the Muslim community were dissuaded from taking part because they did not have suitable clothing that was also appropriate for their religious and cultural beliefs.
Asiya aims to overcome this cultural barrier to entry with its line of sportswear hijabs. Asiya Fit is designed for the gym, and features a longer length to ensure that the wearer is fully covered when working out, while the Asiya Lite and Asiya Sport are intended for sports practice and team games. The Asiya Sport is tailored to tuck into a sport uniform to avoid flowing fabric from catching mid-game.