JEDDAH – As modest fashion market grows worldwide, a UK-based fashion brand targeting Muslim men is set to make its first debut on the catwalk later this month in London’s Modest Fashion Week.

“We have started a trend where they [Muslim men] feel comfortable wearing the kandora and don’t feel out of place in society because it’s very modern. It’s traditional but they can blend in and look cool. Our price point is also affordable,” Akil Desai, the founder of Blackburn-based Jubbas, told Arab News.

“In a way, it’s like making a statement. Men want to identify as Muslims,” Desai added.

Planning to participate in London’s fashion week, Desai said his shops have witnessed increased demand for male garments as Muslim men seek out “traditional but contemporary” clothes.

“They want to respect their faith but they want to fit in, so they are looking for traditional clothes with a modern feel,” Desai said.

According to Desai, Jubbas sold 20,000 garments in 2017 and expects to sell 29,000 garments in 2018.

Romanna bint Abu Baker, founder of London Modest Fashion Week (LMFW) and owner of modest fashion marketplace Haute Elan, welcomed the new trend, adding that modest menswear is likely to take off in 2018.

“One reason is that some men want garments or jumpers that cover their rear. They also like the modesty of the prayer cap,” she said.

“On the other hand, it’s becoming fashionable among Muslims to dress as Muslims. There’s an emerging pride to be a Muslim… it’s a statement of identity.”

The trend, however, was criticized by another major UK-based modest fashion brand owner, who said that male modest fashion is “most likely a fad.”

“Our company has plans to diversify from female fashion, into halal perfume and even homewares, but menswear, no…” the brand owner, who asked to remain anonymous, told Arab News.

“Modest menswear is a bit of a gimmick. When something is in vogue, people tend to want to jump on the bandwagon. And while the modest fashion industry has real legs on it, (male modest fashion) seems a bit opportunistic. They would need a very compelling proposition to make it in the market,” he added.