Modest fashion has increasingly become an area of interest for a number of athletic brands in recent years. As the general modest fashion market is currently forecast to hit $402bn by 2024 (The Reflective, 2020), it seems that modest activewear is finally having a commercial breakthrough.
Having previously released a sports-friendly hijab in 2017, Nike launched its first collection of modest swimwear – which included a hijab swimsuit – in 2019. This move has been echoed by a number of athletic brands since, with the release of Canadian yoga label Lululemon’s performance hijab earlier this summer being a notable example.
Subsequently, other industry leaders, including Adidas (also via a collaboration with South African designer Thebe Magugu), Puma, Speedo and Under Armour, are consciously expanding their product offerings to more widely accommodate modesty and tap this increasingly commercial opportunity. Even brands like Kim Kardashian’s Skims are testing the waters of modesty by introducing a variety of long-sleeved one-pieces.
Other brands to keep on your radar include The Giving Movement (Dubai), Lilit (Malaysia), Sukoon Active (US), and Aab Collection, Lyra Swim and Imaan Active (all UK).