About Us
Embracing Modesty with a Touch of Style
Our Story
In the fashion world, where every season brings new styles, Imani By Style Fabrics remains a treasured place for the everyday Muslimah. Created by the Jassat sisters, Mariam and Raeesa, this brand blossoms from a passion for fabrics and fashion, nurtured in their father’s fabric shop and under their mother’s creative guidance.
The seeds for Imani By Style Fabrics were sewn in the bustling shopping centre of the Oriental Plaza in Fordsburg, where Mariam and Raeesa Jassat spent their childhood at their father’s store, Style Fabrics. It was here, amid rolls of vibrant and beautiful fabrics, where the sisters’ fascination with fashion first flourished.
Their mother, a talented dress designer, also played a meaningful role in shaping their aesthetic talents. She helped to craft their outfits and instilled in them a keen eye for quality and the passion for fashion design. These early experiences became the foundation upon which the sisters would later build their own brand.
The spark that ignited Imani By Style Fabrics came in 2016, when Mariam crafted a Musallah (prayer mat) for herself from a piece of brightly coloured shwe shwe fabric. This traditional South African cotton fabric of vibrant patterns and durability, was a perfect channel for her creativity. The Musallah’s design became a hit amongst family as well as friends and marked the beginning of the sisters’ venture into the world of modest fashion. From these beginnings, their flourishing business
was born, Imani By Style Fabrics, its mission being to provide the present Muslimah with relatable, traditional, and modern fashion.
Designed and Handmade In House
Each of their pieces tell a story of thoughtful craftsmanship and a passion for their work. From the outset with their shwe shwe Musallahs, which first captured the hearts of their community, the range has grown to embrace more of everyday life and special occasions. Their offerings now also include items like intricately covered books, perfect for jotting down reflections or dreams, shoe bags that combine usefulness with elegance, and pebble bags that add a splash of colour and convenience to one’s daily routine. Each item also carries the unique imprint of Imani’s heritage fabric choices, and the modest wear range is where Imani’s heart beats the most.
The collection seamlessly integrates stunning fashion with timeless principles of modesty and caters to women of all ages who seek style without compromise. The range spans locally made garments and exclusive imports, like the kimono-style Abayas, sourced from Doha. These pieces offer endless versatility, designed for one to be able to dress it up for a party, for example, or dress it down for a casual meet-up. And they always guarantee that the the wearer feels beautiful and respected.
The introduction of their first locally produced line for Eid ul Fitr was a special moment for Imani. This collection features three unique garments that embody Imani’s dedication to stylish, yet modest, wear.
