Fashion
@ Halal | MARCH-APRIL . 2023
Maximising women ’ s potential
Kimyra International ’ s athleisure wear caters to Muslim women ’ s active lifestyle
BY FATIHAH MANAF
KIMYRA International was born out of a personal struggle that many Muslim women worldwide face - a lack of comfortable and stylish clothing options , especially active wear , that adequately cover their aurah . Founder Fatin Umirah experienced this firsthand during secondary school and knew she had to do something about it .
“ I wasn ’ t confident enough to participate in sports activities . Fast forward after around three years , I found a supplier that offered Muslimah T-shirts , but the materials were not suitable for active wear . At that point , I had already started doing small business part-time ,” said Fatin
“ After completing my Master ’ s degree , I got married , and my husband , who has skills in designing , joined me in the business . Together , we established our clothing line , and Alhamdulillah , the first three designs my husband created were a hit , selling 30,000 pieces in one year . With the help of my siblings , we turned our small business into an enterprise .”
As the demand for their products grew , Kimyra established itself as a business entity in 2019 . However , the onset of the Covid-19 pandemic required the company to have a backup business model .
FOCUSING ON FUNCTIONALITIES IN DESIGNS
In 2021 , the team realised that the competition within their niche was becoming increasingly challenging . To remain competitive , the company began to focus on research and development ( R & D ), particularly improving its cutting and product functionalities to develop unique selling points ( USP ) that differentiate them from its competitors .
“ Our research has enabled us to identify the best cutting suitable for Muslim women , allowing them to wear our activewear confidently . The commitment to quality has earned us the trust of our customers , who appreciate our unique selling points .”
Kimyra takes great pride in designing and printing its collections . Unlike many simple activewear designs today , Kimyra offers something unique and eye-catching . Using their sublimation machine , they create various designs that cater to the diverse interests of their target market .
Their active wear is not limited to specific activities but is instead multipurpose . Customers can wear Kimyra ’ s activewear for various activities , including hiking , jogging , swimming , and even casual shopping trips , as minimal ironing is required . The designs are versatile and can be worn anywhere , making them an essential addition to any wardrobe .
“ At Kimyra , our focus is solely on activewear which we refer to as athleisure wear , designed for sports activities and leisure . Our best-selling products are the Kimtuniq and Kimactive designs , specifically tailored to cater to the needs of Malaysian women , who often have pear-shaped figures . Our designs provide optimal coverage and comfort for a variety of activities . We wish to maximise
Abaya Ayana
Kimtuniq
women ’ s potential through fashion ,” Fatin highlighted .
ABAYAS FOR THE EID COLLECTION
Kimyra ’ s brand portfolio has expanded with the addition of the sub-brand Fatyra Exclusive , which showcases its latest Eid collection .
This year , the brand is highlighting their prayer-friendly abayas , Abaya Ryanna and Abaya Ayana , which are stylish and functional , allowing wearers to use them for prayer without needing additional prayer wear . These abayas come in family sets in eye-catching colours and striking patterns .