SHUKR is happy to announce some big improvements to our UK operations in distribution and shipping.

1. Distribution

Since we have recently outgrown our old distribution center, we changed to a bigger center and moved all of our stock from Purley to Manchester. Our old distribution center lacked a barcoding system, causing some orders to be fulfilled inaccurately. With the new warehouse, there are some integration issues that we are sorting out and look forward to completing soon. The improved efficiency and capacity of the new distribution center will have orders fulfilled quickly and accurately, inshallah.

2. Shipping

We have changed our preferred shipper from Royal Mail to DPD in order to avoid, whenever possible, any interruptions in shipping. We were caught off guard by Royal Mail’s industrial action, so a number of orders are still undelivered. However, we acted quickly to move away from them in order to assure that your garments are delivered in as timely and reliable a manner as possible. For more information on Royal Mail’s issue, please click here and here.

SHUKR is happy to announce it will be participating in three upcoming events in Canada: the 7th Annual Muslim Heritage Weekend, the 35th Annual ISNA Canada Convention, and the Reviving the Islamic Spirit Convention in December. 

The 7th Annual Muslim Heritage Weekend, Civilization Expo
August 8th & 9th, 2009
Ontario Place
www.civilizationexpo.com

This weekend features a bazaar, halal food, a “Children of Civilization” Fashion Show, Muslim Movies, and Live Entertainment, including Kamal Uddin and Preacher Moss. As a Silver sponsor at this event, we will have a table in the Bazaar.

 
The 35th Annual ISNA Canada Convention
‘Serving God, Serving Humanity: Moral Basis of Effective Social Action’
August 15th & 16th, 2009
Living Arts Center, Mississauga
http://www.isnaconvention.com/

ISNA Canada and Reviving the Islamic Spirit (RIS) have partnered together in presenting the 35th Annual ISNA Convention. We will have a booth at their bazaar and will be selling hats, hijabs and bags.

Reviving the Islamic Spirit (RIS)
We will be participating in their convention in December, and will post more details soon.
http://www.revivingtheislamicspirit.com/

Many customers ask whether SHUKR has any physical stores. The answer is: yes, and no. Yes, we do have stores in Syria and Jordan, but no, we don’t currently have any stores in England or North America, although hopefully that will change in the not-too-distant future. We thought a short post about our stores in Syria might give you a foresight about what we can hopefully see in the West one day. Also, if you ever make a trip to Syria or Jordan, then please pop in and pay us a visit.

Our main store in Syria is in the capital Damascus, in a historically conservative religious area called the Midan, just a few steps away from al-Hasan masjid.

We stock pretty much all the styles that you see on the website. The local taste is very similar to that of customers in the West, although Syrians are a lot more crazy about pants and not so keen on dresses.

One of the benefits of a physical store is that it enables us to display the clothing in color-coordinated sections, giving customers ideas about what outfits might look good matched together.

We also have a section of a new mall that has opened up in a countryside area of Damascus called Harasta.

Finally, our 3rd store is in the student area of Damascus called Rukn al-Din. This store is used mainly to stock slightly imperfect items which are sold for a discount. This was the first store we opened in Damascus and is well known amongst the foreign students here.

~ Anas, Managing Partner

SHUKR is now on Twitter!

For new Tweeters (Twitterers?) Twitter is “a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?”

Follow us on Twitter at http://twitter.com/shukr and receive all the latest information on sales, styles, and media. Be the first to know what’s going on with SHUKR!

Find out more by going to the new light blue box on the left side of this page under the search box.

Having taken a look behind the scenes of the design process with Tabassum Siddiqui, our Head Designer, in Part 1, we now take a glimpse at the next step along the way to producing the SHUKR garments that you find online.

Part 2: Pattern Making and Prototypes: Striving for Perfection

Turning an idea into reality

After receiving our Head Designer’s inspiring collection of designs in our Syrian production factory, another creative step in the process needs to be accomplished, that of pattern-making.

Tabassum sends a TEKPAK for each design in the collection, which is a pack of technical specifications for each design, including a flat sketch of the design, sewing instructions, and the choice of fabric and accessories. However, regardless of how much detail Tabassum conveys about her designs, there still needs to be a talented team of pattern-makers who convert the theoretical design into a series of pattern pieces which, once sewn together, make up the physical garment. Take this flat sketch of the Sahira Dress Top (US, UK) which Tabassum produced:

Our pattern-makers studied the design and produced the patterns which were used to manufacture the end product you can now find online:

 
Each style requires different pattern pieces in different sizes and different proportions. For example, take the Paneled Godet Skirt (US, UK) pictured below from our spring collection. How many separate pieces do you think are sewn together to make the finished product?

 
You may be surprised to know that there are over 20 fabric pieces needed to be sewn together to make it. The pattern-makers’ job is to create these pieces in the right sizes and proportions so that when they are sewn together, the end result is an attractive garment, conforming in its measurements to rigorous company standards. It’s no surprise to learn then, that pattern-making is a highly skilled profession which requires formal training and many years of experience to understand the principles involved in creating perfect patterns.

SHUKR’s pattern-makers work with the flat pattern drafting technique, using well-known computer-aided design programs. Here is one of our pattern-makers working on a new blouse:

 
Creating a Prototype

The pattern-maker starts off by making a sample pattern for the new design. The computer-generated pattern is then printed via a specific oversized printer (over 5 feet wide!), placed on top of the fabric, and then carefully cut out, ready to be sewn.

The sewn prototype garment is then tried on a fit model—a man or woman whose measurements are the commercial measurements for that size. The prototype is analyzed by a select committee of inspectors for its accordance to company sizing standards, aesthetic appearance, functionality, quality of construction, and conformity to Islamic standards of modesty. If any problems in the fit are identified then the whole cycle is repeated again: the pattern-maker amends his original pattern, a new garment is cut and sewn, and then it is tried on the fit model to make sure that the problems have been eliminated and the pattern is now perfect. If problems still remain then we will continue repeating the cycle until we are completely satisfied with the prototype. We normally get it perfected by the second attempt, but there have been cases of repeating the prototype up to 5 times in the quest for perfection!

Lots of work still to go…

The pattern-makers’ work is still not done, however, even once we have agreed upon the pattern for the prototype. Why is this? Because the prototype is still only in one size, normally a size medium. We now have to create the patterns for all the other sizes that SHUKR offers, which range from small up to 3XL. This is done by a complicated technique called grading, also done by computer-aided design. There are certain principles SHUKR uses to transform the size medium prototype into a size small and size large, and from a size large to a size XL, and from XL to 2XL and then 3XL. Once we have all the patterns for the different sizes ready, we will cut and sew another sample, this time in size 2XL, to make sure that the grading has been performed completely accurately. The measurements of the size 2XL are taken to make sure that they conform to company standards.

Off to production…

Having completed the exhaustive process of pattern-making and prototype preparation, we are now ready to enter this new design, along with many completed others, into SHUKR’s monthly production schedule. This, however, is the subject of a future blog post: The Process Part 3: Production. Stay tuned!

~ Anas, Managing Partner

What goes into the SHUKR garment that you order and receive in the mail? In a series of 5 posts, we’ll give you an exclusive, behind the scenes look at how SHUKR works. The first post is from our Head Designer, Tabassum Siddique, who starts the ball rolling with her collections of exclusive designs. She designs SHUKR’s 3 seasonal collections: 1) Spring / Summer; 2) Autumn / Winter; 3) and Ramadan / Eid.

Part 1: The Design Process: It’s Much More than Making Pretty Drawings

Sometimes my collections for SHUKR will start out like this…

…an early morning walk snapping photos of everything that catches my attention. By the way, these aren’t pictures of my neighborhood, but believe me, I wish they were. The beachside is an extremely inspiring place. I suppose that it has a lot to do with all of the negative ions in the atmosphere that make you feel more balanced and recharged, with your senses stimulated, and in contact with your creative side. Since I am constantly working on large collections, I have reached a point where I know exactly what I am looking for when I am out scratching for new ideas. Most people think that designers just sit around and wait for inspiration. Or, the opposite-that they are constantly jet-setting to exotic locations and drawing pretty pictures of clothes, but that’s not true. To come up with ideas at least several months ahead of a new season takes several factors: discipline, for the most part; a business sense; knowledge of apparel construction, design, and art; and, scratching in the best places to have the best ideas-there is no process of osmosis here.

 The research part of the design process includes such activities as short trips, attending fabric fairs, style hunting, museum visits, reading books (and the topics vary greatly), watching films, writing, sketching, looking at graphic designs and prints, studying patterns or testing new ones out, collecting samples of everything, and finally, speaking with customers, co-workers, friends, or family. Once I have finished the research, I bring all of these elements together and look for a common thread to create a cohesive idea. I would say that the least glamourous part of this process, if any part of my job could actually be considered glamourous, would be reviewing past sales reports and other more technical aspects of coming up with new collections-a vitally important aspect of the business of an apparel company.

Once I get the parameters for each collection, I have to decide how can I make my ideas work, given my restrictions and within the context of the company’s style. At this phase of the process, which gets increasingly more intense (and the part that my husband dreads) is when there are many late nights, no weekends, and rattled nerves. But alhumdulillah, he has been a good sport about it and a great source of inspiration and support as well. Usually about the same time, or in the research phase, I have already thought about the colors and fabrics that will be used. If there are any fabrics that we would have to import, then I sometimes have to call or email these companies to inquire about prices and place orders. Although I may have developed a collection with concrete ideas and everything mapped out, this is not to say that things do not get changed at the last minute.

Some common challenges that I encounter could be that the color palette changes, some designs get edited out, the fabrics that I had wanted to use are now not available, or there are designs that can be too time-consuming, too costly, and or too difficult to produce. This can sometimes be very frustrating for a designer. Many times, what I have designed in the beginning can end up being something else by the time it’s up online. What is important, regardless of the ever-changing limitations, is to always make the collections work.

After all the concepts have been sketched out, they have to be presented, reviewed, and later modified. From these approved sketches, I redraw them and turn them into technical drawings with detailed descriptions on how each garment is made and what details it requires. This will be used by the patternmakers to produce the samples and then the production orders.

This is probably the most time-consuming and arduous part of the design process. Throughout the entire design process, nothing is at a standstill. I still have loads of other things to attend to while I am working on a collection: tons of emails, marketing, other projects, and prepping for the next collection. This is where discipline plays a key role, and being able to zone in on my work and focus despite all of the other responsibilities I have to attend to.

Even though there are long periods of working around the clock, deadlines, and sometimes very tedious tasks, I love what I do. From the inception of a collection and especially at the very end, I always find it very interesting to see how the entire collection has transformed and developed throughout this part of the process.

~Tabassum, Head Designer

Perhaps the most iconic aspect of SHUKR’s website presentation is the striking photography, taken against the backdrop of beautiful, traditional Damascene houses. These remnants of Ottoman splendor are priceless historical gems, testifying to the beauty of traditional Islamic architecture. SHUKR has been privileged to photograph its clothing collections in some of the most famous of these fairy-tale palaces and homes, including the Azem Palace, Maktab ‘Anbar and Bayt Nizam. We have also photographed in other atmospheric Islamic architectural masterpieces, such as the magnificent Umayyad Mosque, the dramatic Khan As’ad Pasha, the sumptuous Bait Shami restaurant, and the atmospheric old souks. This photograph of our Tunic Shirt, taken in the Azem Palace, was a winning shot during our Ramadan 2005 campaign:

The Azem palace was originally built in 1750 as a residence for the Ottoman governor of Damascus, As’ad Pasha al-‘Azem, and it currently functions as the Museum of Arts and Popular Traditions. Here’s a shot our cameraman took with a minaret of the Ummayyad Mosque in the background. Who wouldn’t want to have the Umayyad Mosque as their local masjid?!

Maktab Anbar has some wonderfully intricate geometric wooden doors, which we love to photograph against. Here’s a favorite photo from Ramadan 2007:

Maktab Anbar, built in the mid-19th century, contains a mixture of traditional Islamic design themes, including, of course, the symbolic gardens, as well as European-influenced stonework.

Bayt Nizam, an 18th-century quaint Damascene house, has some wonderful stonework. Maybe this is what is engaging our male models in this photo? Probably not!

This mother-of-pearl engraved door from the Bayt Nizam has some thoughtful religious poetic lines, saying: 

“That which Allah wills, Is
And that which He does not will, is Not”

“Whoever trusts in Allah, Allah frees from need (from any besides Him)
And whoever depends upon Him, Allah suffices him”

 (Click on the image to enlarge it and read the Arabic engraving yourself)

A typical SHUKR photoshoot takes up the whole day, and we have a small team of enthusiastic models, assistants, a director and a cameraman. None of our models are professionals, but rather just naturally talented individuals we bumped into here and there. We normally have 3 female models on site, which gives us an opportunity to create some interesting group shots. Here’s a favorite from Ramadan 2007:

Judging by the amount of page views this next image received on our websites, this was our most popular image ever:

The photoshoots normally are an enjoyable experience, and probably the best one was when we rented out the Bait Shami restaurant to do some shots for Ramadan and Eid. This is a traditional Arab house recently converted into a restaurant, the best destination for Arab cuisine in Damascus:

The photoshoots are, however, also a lot of hard work. After a full day on one’s feet, rushing around trying to get everything done in time, it’s time to take a break!

We’d like to know what you, our customers, think about our pictures. Do you appreciate the traditional architectural backgrounds? What do you think about the style of photography? Is there enough product detail shown? We’d love to hear from you.

~Anas, Managing Partner

At SHUKR, we have an office culture of wearing what we make so that we know our products, inside and out. We order, wear, layer, sleep in, live in, and clothe our families in SHUKR style. When I began working at SHUKR a mere 8 weeks ago, I noticed the proliferation of one garment in particular in the office. Three different colleagues of mine (out of a staff of 15 in Jordan) own and regularly wear the Corduroy Hooded Jilbab (US, UK) to work. My curiosity got the better of me, so I asked them what makes this garment so special.

Here is what they had to say:

Susan: “It’s comfortable and warm.”

Martha: “The reason I like the Corduroy Hooded Jilbab is because it’s warmer than an abaya but not as heavy as an overcoat; just right for fall and early winter. When it gets chilly, it’s roomy enough to add layers underneath.”

Eman: “I wear it because it’s so comfortable and for me it’s a new style-I’ve never worn anything like it.”

The staff colors of choice are Navy Blue and Camel, but it also comes in Black, Dark Brown, and Khaki Green.

Nice enough for work, warm enough for winter, a good wardrobe basic, and it has pockets…I love pockets. I also think that it’s a great testament to quality when you find employees so attached to the product.

I think I’m going to order mine in Black.

~ Beth, Blog Editor

After a long absence, SHUKR re-entered the convention scene with a bang this last summer and autumn. We attended the Islam Expo event in July (Olympia, London – England), ISNA’s annual convention on Labor Day weekend (Columbus, Ohio – USA) and the Global Peace and Unity convention in October (Excel, London – England). After taking out a spell to prioritize other aspects of the business, we felt it was high time to get back to the grassroots, meeting our customers face-to-face and appreciating the developments that Muslim communities have recently made. These big conventions become, in the short few days that they are held, a microcosm of the larger national Muslim picture. They are a great opportunity for networking, learning, socializing and buying! We want to say a big thank you to all our customers who passed by our stalls to buy something, browse the styles, or simply to give salams. It’s great to see you in person and hear your feedback.

(Above) Islam Expo: SHUKR’s Booth. We had a modest display at the event, focusing on introducing the SHUKR brand to new customers.

(Above) Islam Expo: SHUKR’s part at the Fashion Exposition, a section devoted to the clothing companies that took part in the inaugural Fashion Show held at Islam Expo. SHUKR showed a number of trendy outfits at the fashion show, accessorized by our Head Designer, Tabassum Siddique, who worked backstage.

(Above) ISNA: Hotel Room View. The conventions are hard work for the SHUKR employees that attend. After a few 16-hour days, it felt worse than the after-effects of Hajj, Moustafa Elqabbany, our Retail Manager commented. Sights like this sunrise provided some inspirational relief.

(Above) ISNA: Women’s Booth. We had a large shop floor style display at ISNA, with lots of styles, a dressing room, and a Powerpoint presentation about the company. This was the women’s booth; we also had a separate men’s booth.

(Above) ISNA: Special Offers. There were some great offers for customers who purchased at the booth.

(Above) Global Peace and Unity: Men’s Booth. The GPU event was our favorite booth display. We had both a large men’s and an even larger women’s booth.

(Above) Global Peace and Unity: Women’s Booth.

SHUKR will be making regular appearances at all major conventions, insha’ Allah. Our next stop is Le Bourget, the annual convention for French (and increasingly, other European) Muslims in Paris, France. Over 100,000 Muslims attend this event, far more than at ISNA in America or at the GPU or Islam Expo in England. Fancy some tasty French cuisine? See you there!

~ Anas, Managing Partner

As-salaamu alaykum!

We’d like to welcome you to the official blog for SHUKR Islamic Clothing.

Interest in finding new ways to synthesize the Islamic dress code with Western culture, including current fashion trends and styles, is on the rise.  Over the past two years, a number of stories on Islamic fashion have hit the pages of mainstream magazines and newspapers.  A revolution of sorts is taking place among modestly dressing women, especially Muslim women.

SHUKR Islamic Clothing was the first Islamic clothing company to look at the culture and context of Muslims in the West when it came to designing and producing Islamic clothing.  From the beginning, we’ve tried to help Western Muslims find ways to bring together their requirements for modest dressing with their very natural desire to not look foreign or old fashioned in the Western cultures in which they were born and raised or now find themselves living.  It is our life experiences as Muslims, born and raised in the West, with multi-ethnic families, that gives us the insight we need to choose current trends and make them appropriate for Muslims to wear comfortably.

The evolution of web 2.0 has changed the way that we not only communicate with one another as friends and family, but the way we communicate with one another as businesses and customers. We have entered the Age of Conversation. Customers expect to be able to communicate easily with businesses and retailers, and have their needs met. Customers share their thoughts and experiences with thousands across the globe on forums, blogs, and e-mail groups with one click of a button.

As a retailer, SHUKR has long taken the position that great customer service is essential to our mission — serving God by providing Muslims with clothing with which they can move through society.  Being put on hold while muzak is playing is no longer acceptable to customers. As part of our mission to continue to provide top notch customer service, SHUKR launched our new Customer Support site earlier this year.  The site includes our Knowledge Base, where you can get answers to your questions right away, allowing you to purchase with ease.  We also looked at customer service models of the largest e-tailers, and implemented a ticketing system to deal with customer queries and issues. Tickets allow both our customer care specialists and the customer to track each communication and refer to a record of every question asked and every answer received.

This blog is another facet of our customer service.  It allows us to tell you more of the SHUKR story than our website allows, but it also allows you, our customers, to communicate with us. We hope to provide you with insights into how our company works, from the design process to the shipping process, as well as our own thoughts on the rapidly developing field of Islamic fashion. We plan to look at how you can bring SHUKR style into your everyday life, from the office to the classroom to the park to the mosque.  We also plan to share new developments and ongoing projects that we’ll be working on.

We look forward to speaking with you.