'TIL WE COVER X UNDER-RAPT POP-UP
— 28 Jul 2018
Tell us about who you are and what you do?
My name is Yasmin Sobeih, creator/director of the world’s first sustainable and organic ‘modest’ athleisure women’s wear brand,
UNDER-RÂPT. As an English/Egyptian British Muslim, I have been fortunate enough to explore both traditions and cultures and have always enjoyed embracing both sides of my ethnicity.
Having graduated in Fashion Promotion with styling before working professionally in Fashion Styling, Sales, and buying, I have always been intrigued with how fashion and lifestyles are becoming more integrated in today’s modern societies through social media, retail globalisation and multi-channel purchasing.
With a thriving sports and healthy lifestyle retail market and emerging modest fashion industry, it was apparent that there were mainstream imitations for both Organic sportswear and ‘fashionable' modest active and loungewear. Therefore, I blended my passion for fabric innovation, unique Fashion Design, Fitness and healthy living and applied this to a business plan during my Post-Graduate; Fashion Buying and Merchandising course (at LCF) and that is how UNDER-RÂPT was born.
Which song best sums up your brand?
A song that embraces female empowerment and strength with a good beat to workout to and feel a force to be reckoned with - One that springs to mind would be Beyonce (obviously) - Run the world trap remix. But as the brand promotes wellbeing and a positive mind set I do enjoy earthy instrumentals that really coincide with UNDER-RAPTs Organic, sustainable and ethically made product – for females that wish to escape their dynamic urban-city lifestyles through healthy living, yoga, Pilates etc...
What can we expect from your stay at BOXPARK?
Innovative, relevant and accessible product for the global active female! UNDER-RÂPT will present at BOXPARK its comfortable, relaxed and ready-to-wear range such as Organic lightweight Jackets, Organic Harem pants and Organic Relaxed Hoodies, with our core sportswear range focusing on practical, timeless and resourceful sport shapes. For example our 'Organic Hooded Baselayer Top and Organic Sports Hijab' can be worn as a Hijab or has been worn by Athletes such as Boxers and Cyclists to keep hair up tight and as well as the moisture absorbent, sweat resistant and breathable fabric ultimately enhancing their activity and sport performance.
At BOXPARK my vision is to create a contemporary bright space filled with green plants, wooden décor and bamboo features that really embrace the Organic and eco-friendly Origins of UNDER-RAPT with a combination of Organic trend-led Loungewear and Organic Active wear. ‘Till We Cover’ will also add to the modern aesthetic with their current
and simple feminine collection.
As a lifestyle brand, UNDER-RAPT aims to inspire healthier living, fitness and wellbeing and therefore I will be offering homemade energy/protein bars and Infused detox waters for customers to be intrigued and feel welcomed. I have also invited fitness personal trainers, modest fashion influencers and yoga studios to join us and offer their advice to customers.
Which piece from your current collection is your favourite?
My favourite piece from the collection is the Organic Raincoat. The raincoat is designed to suit all weather seasons/conditions to appeal to our global consumers. It is waterproof and wind proof to protect against those colder & rainy days, yet it’s organic lightweight and cooling fabric makes it perfect for running/working out and travelling and perfect for warmer days like summer festivals.
I like to attract women of all shapes, sizes and age range and so, I have designed the raincoat so that it can be worn oversized or more fitted with an elastic waist and hood draw cords. It is available in a Stone Grey Color that is transitional and stylish all year round – so it is a real investment piece.
What’s the best reason to come to Shoreditch for a shopping spree?
Shoreditch is renowned for welcoming and showcasing new and emerging fashion and lifestyle brands/businesses, which attracts local and international consumers whom seek out exclusive and original fashion, elite lifestyle product and the latest food cravings and trends. Shoreditch, in particular BOXPARK is a unique overall lifestyle destination that appeals to the fashion savvy, pleasure seeking, modern millennial.
What’s your top Shoreditch tip?
Enjoy the vibrant Shoreditch high street by starting the day indulging in a trendy brunch spot or flavoursome ‘street’ style food a local food fest or at BOXPARK Top Deck. Wonder the renowned Brick lane and emerge in Shoreditchs’ infamous street art and vintage shops, take a break at a snazzy little coffee hotspot, and then hit BOXPARK and lifestyle stores like GOODHOODS and SNEAKERSNSTUFF for exclusive fashion! Could then finish the day off at a Cocktail club or Night Jar but if alcohol isn’t for you, the Vietnamese restaurants are amazing!!
What does the future hold for your brand?
My ambition is to continue our journey by delivering unique, organic Athleisure product and to surpass any mainstream, cultural, religious, social or ethical restraints to inspire healthier lifestyles worldwide. UNDER-RÂPT has been well received by Media/Press, retailers and sports enthusiasts for both its ethical values and modest active wear and UNDER-RÂPT was named ‘Top Five brands to know about’ in Grazia Magazine Middle-East, ‘One to watch’ Mojeh Magazine and featured in CITIZENK International/GCC, Emirates Woman, abouther.com, NY Times, mysaalam, Gulf news and featured on UK television BBC news. We have also been commissioned to present product at the San Francisco and Frankfurt, Germany Fine Art Museums as part of the ‘CONTEMPORARY MUSLIM FASHION’ exhibition from September 2018/2019.
As the first sustainable modest sports and casual wear brand, UNDER-RÂPT has established a market in the UAE and UK with a vision to expand into global marketplace through Gyms, Wellness centres, Boutiques/POP-UP stores. My aim is to promote fitness, nutrition and wellbeing by encouraging eco-friendly fashion, sustainable manufacturing and ethical laboring to add value of women globally.