Seek Refuge: the Millennial Muslim Label Blending Street Style with Modestwear

The fashion industry has always been a reflection of cultural and societal changes, and today, one of the most exciting shifts is the rise of modest wear, driven by millennial Muslims. At the heart of this movement is Seek Refuge, a brand dedicated to blending street style with the principles of modest fashion. Founded in 2018 by Pakistani-American Shazia Ijaz, Seek Refuge offers more than just clothing; it’s a label with a mission to empower Muslim women, challenge stereotypes, and address social issues. Through its thoughtful designs and ethical business practices, Seek Refuge has captured the attention of a generation that values both style and substance.

The Emergence of Modestwear and “Generation M”

Seek Refuge is part of the broader modest fashion movement that has grown exponentially over the last decade. Often referred to as “Generation M,” millennial Muslims are a demographic that combines faith and fashion in ways that resonate with their modern lifestyles. Author Shelina Janmohamed coined the term “Generation M” to describe young Muslims who strive to lead lives where their religious beliefs and contemporary identities coexist seamlessly. For this generation, fashion is not just about looking good; it’s about making a statement and staying true to their values.

Modestwear is experiencing rapid growth, with estimates suggesting that the modest fashion industry could be worth $500 billion globally by 2030. This growth is driven not only by Muslim consumers but also by a broader movement towards inclusivity in fashion, where women of different faiths and cultures seek clothing options that offer more coverage while remaining stylish. The demand for modest fashion is now prompting mainstream brands to expand their offerings, with some luxury labels even featuring modest collections during fashion weeks.

Seek Refuge: Where Street Style Meets Modesty

When Shazia Ijaz founded Seek Refuge, her goal was to fill a gap in the fashion market for modest streetwear that appealed to young Muslim women. Ijaz’s journey was not straightforward; a horseback riding accident in 2015 left her unable to continue working a traditional 9-to-5 job. During her recovery, she reflected on the limited fashion choices for Muslim women who wanted trendy, modest clothing that didn’t conform to traditional abayas or dresses. She also drew inspiration from her experiences working in fashion marketing and her upbringing in Dearborn, Michigan, home to one of the largest Muslim communities in the U.S.

Ijaz launched Seek Refuge with a capsule collection that included streetwear staples such as oversized denim jackets, hoodies, and graphic tees. These pieces incorporated Islamic aesthetics with modern streetwear elements, featuring culturally resonant details like Arabic calligraphy and symbols that reflect the brand’s ethos. One of the label’s signature items, the “Refuge” denim jacket, is emblazoned with a poem by a Syrian refugee, symbolizing the brand’s connection to the global refugee crisis. By combining street style with meaningful messages, Seek Refuge is redefining what it means to dress modestly in the 21st century.

Fashion as a Platform for Activism

Seek Refuge is more than a fashion label; it is also a social enterprise committed to ethical practices and activism. The brand is grounded in values that extend beyond style, with a mission to empower women, support refugee causes, and challenge misconceptions about Muslim identity. The label donates a portion of its proceeds to organizations that aid refugees, and its production is based in Turkey, where the manufacturing facility employs resettled refugees and upholds fair labor practices. This ethical approach aligns with the values of a growing number of consumers who prioritize sustainability and social responsibility in their purchasing decisions.

The activism at the core of Seek Refuge is also reflected in its designs. The clothing often carries messages of solidarity and resistance, aimed at raising awareness about social issues such as the refugee crisis, Islamophobia, and women’s rights. For example, the brand’s “No Nazr” hoodie references the cultural practice of warding off the evil eye, while symbolizing resistance against negativity and prejudice. The phrase “Seek Refuge” itself is a nod to a common Islamic invocation for protection, as well as a reminder of the struggles faced by displaced individuals around the world.

Redefining the Image of Muslim Women

Ijaz created Seek Refuge to offer a different narrative for Muslim women in fashion—one that moves away from stereotypical representations. Often, the portrayal of Muslim women in media is limited to images of women wearing full-body coverings or being presented as oppressed. By introducing streetwear with modest sensibilities, Seek Refuge offers an alternative image that reflects the diversity within the Muslim community. The brand’s designs cater to women who practice varying levels of modesty, whether they choose to wear the hijab or not, thus breaking down the traditional boundaries of what modest fashion can look like.

This fresh approach has garnered support from well-known figures in the modest fashion scene, including Mariah Idrissi, the first hijab-wearing model to appear in a major international campaign. The brand’s appeal extends beyond Muslim consumers, attracting fashion-forward individuals from various backgrounds who appreciate the aesthetic and cultural elements embedded in the designs. Ijaz stresses the importance of cultural appreciation rather than appropriation, encouraging non-Muslim customers to learn about the significance behind the brand’s motifs and messaging.

The Broader Impact on the Fashion Industry

The success of Seek Refuge is a testament to the changing dynamics in the fashion world, where modest fashion is no longer seen as a niche market. The growth of the modest fashion industry reflects a shift towards more inclusive and diverse representations of beauty. This trend is evident in major fashion shows where designers are featuring modest collections, as well as in exhibitions such as the de Young Museum’s 2018 showcase on Muslim fashion. The mainstreaming of modestwear is also propelled by Muslim influencers and fashion bloggers who use social media to share their style and advocate for modest fashion.

The industry is beginning to recognize the economic power of Muslim consumers, who spend over $2 trillion annually on lifestyle products, including clothing. Brands that ignore this segment risk falling behind, as younger Muslim consumers increasingly seek out labels that align with their values. As companies such as Nike and H&M add modest clothing lines to their collections, it is clear that the demand for inclusive fashion is shaping industry trends. Seek Refuge’s approach to merging activism with fashion positions the brand as a leader in this space, setting a precedent for other companies to follow.

Fashion Forward, Faith-Aligned: Blending Streetwear with Ethical Values

What sets Seek Refuge apart from other modestwear brands is its ability to fuse street style with faith-centered principles. The label’s clothing is designed to cater to a broad spectrum of modesty preferences, allowing women to feel comfortable and stylish regardless of their level of observance. This flexibility helps bridge the gap between traditional modestwear and contemporary fashion, making it accessible to a wider audience. The oversized silhouettes typical of street style provide coverage while exuding a casual, edgy vibe that resonates with young consumers.

Seek Refuge also stands out for its ethical business model. In an era where fast fashion is scrutinized for its environmental impact and labor practices, Seek Refuge’s commitment to sustainable production sets it apart. The brand’s choice to manufacture in Turkey, where resettled refugees are employed under fair labor standards, demonstrates a dedication to social responsibility that resonates with conscious consumers. By prioritizing ethical practices, Seek Refuge adds a layer of authenticity to its mission, reinforcing the idea that fashion can be a force for good.

The Future of Modest Fashion and Seek Refuge

The modest fashion industry is on an upward trajectory, and Seek Refuge is poised for growth as the movement continues to gain traction. With plans to expand into new markets, particularly in the Middle East, the brand is set to reach a broader audience. The ongoing growth of social media platforms like Instagram and TikTok has also played a crucial role in increasing the visibility of modest fashion brands, making it easier for labels like Seek Refuge to connect with their target demographic.

The future of modest fashion will likely see even greater diversity in styles and designs, as more brands enter the market and innovate. Seek Refuge’s approach to combining fashion with activism and cultural storytelling gives it a competitive edge, allowing it to stand out in a crowded industry. By continuing to emphasize ethical production and social causes, the brand can appeal to the values-driven millennial and Gen Z consumers who are shaping the future of fashion.

Cultural Appreciation Over Appropriation

A key aspect of Seek Refuge’s philosophy is the focus on cultural appreciation rather than cultural appropriation. In fashion, where cultural elements can easily be taken out of context or used inappropriately, the brand’s commitment to educating its customers about the meaning behind its designs is a refreshing approach. By encouraging customers to understand the cultural and religious significance of the brand’s motifs, Seek Refuge fosters a sense of respect and appreciation for the cultural diversity it represents.

This stance is particularly important in the context of the modest fashion movement, where designs inspired by Islamic culture are increasingly featured by non-Muslim designers. Seek Refuge’s focus on cultural authenticity and ethical practices sets an example for the industry, showing that it is possible to celebrate cultural diversity in a way that is both respectful and commercially successful.

Seek Refuge is not just a fashion brand; it is a statement about the power of modest fashion to challenge norms, foster inclusivity, and support social causes. By blending street style with modest wear, the label offers a fresh take on fashion that resonates with millennial Muslims and beyond. Its commitment to ethical practices, cultural appreciation, and activism sets it apart from other brands, making it a leader in the modest fashion movement.

As the industry continues to evolve, Seek Refuge is well-positioned to capitalize on the growing demand for modestwear that aligns with the values of modern consumers. The brand’s focus on empowerment, social responsibility, and cultural representation will undoubtedly shape its future, as it leads the way in redefining what it means to be a fashion-forward, faith-aligned label. By addressing the needs of a diverse customer base and challenging stereotypes, Seek Refuge exemplifies how fashion can be a vehicle for cultural expression and social change. Through its thoughtful designs, Seek Refuge provides a platform for empowerment and representation. The brand’s growth parallels the rise of the modest fashion industry, as it continues to carve out a space where style and values align.

In a time when consumers increasingly seek fashion that resonates with their identities and beliefs, Seek Refuge’s blend of modest wear and street style offers a refreshing take on cultural appreciation, ethical practices, and activism. The future is bright for Seek Refuge as it continues to expand its reach, champion social causes, and lead the modest fashion movement with authenticity and innovation.