Thursday, March 23, 2006

Designer targets Muslim market with prayer-friendly jeans

They're high around the waist, wide around the leg and have lots of pockets for holding watches, bracelets, glasses and other knick-knacks.
A new line of jeans designed by a small company in northern Italy caters to Muslims seeking to stay comfortable while they pray.
"As far as we know we're the first, at least in Italy," said Luca Corradi, who designed Al Quds jeans.
The bagginess is to ensure the wearer avoids stiffness while bending down repeatedly during prayers. The pockets are for holding all the accessories Muslims have to take off while they worship. And the jeans have green seams -- because green is the sacred colour of Islam.
var boxRAC = fnTdo('a'+'ai',300,250,ai,'j',nc);
Al Quds representatives said a year of research and testing went into the product, with models being asked to try different versions of the jeans while they prayed.
Abdel Hamid Shaari, president of the Islamic Cultural Institute in Milan, said low-priced jeans specifically designed to keep Muslims comfortable could open up a big market in countries with large Muslim populations.
"This could be a good idea, thinking of the comfort," said Mr. Shaari, who used to be a production manager for Italy's Carrera jeans.
Mr. Shaari, who is originally from Libya, said Muslims in Tunisia and other North African countries generally wear established brands of jeans or imitations. He said "normal jeans indeed can be slightly stiff to pray and kneel in."
Al Quds -- the Arabic name for Jerusalem -- has produced an initial 9,500 pairs that it sold to the French retailer Carrefour SA. The retailer has sold an initial batch of about 50 pairs of jeans at a low promotional price of $22.53 (U.S.) in Italy, company officials said. Mr. Corradi said the regular price would be $30.44. AP

No comments: