Hijabi's Are Hot! - Brown Man Clothing Co.

Our new client, Brown Man Clothing Co., specializes in urban street wear for South Asians all across the globe. Recently, the company has been receiving a lot of criticism for a design that portrays a woman wearing a hijab, a cultural head garment that covers the hair, with the caption ‘Hijabi’s Are Hot!’(www.brownmanclothing.com/desiguy.html) Hijabi’s, is the slang street term for the females that adorn this cultural garment.

The criticism that our client has received states that females that wear the hijab do so out of modesty and from choice. By depicting a caption that these women are ‘hot’ is causing the opposite effect of what these women are trying to portray.

Our client advised that the shirt is not to degrade Muslim women at all but to indicate that this cultural garment, with all of its submissive and modest stereotypes attached to it, that the women that adorn them are in fact beautiful. Their message is to indicate that the cultural is beautiful, the women are beautiful and although seen as modest, are still sought after.

Brown Man Clothing Co. has had many requests to drop the ‘Hijabi’s Are Hot!’ design but yet it still remains to be their top seller. In fact, the image is only offered on their mens line but many requests have been received to include the image on their womens clohting line.

Is the image too much? Is it pushing the envelope? Is it wrong? Or is it a great way to depict a cultural garment in a different manner?


copywriter JWT/Mccan/GSDM's picture
copywriter JWT/...

Being a practicing Muslim, I can see how that can be very offensive. But my reason on why you should take it down is because the design simply sucks.

This is an overdone concept done by three to four other independent muslim/south asian clothing companies.

stay away from marketing Islam and the culture to make some cash. if you really are doing this to make a difference, than have some meaningful copy with a better design.

that's just my two cents.


ivan's picture

I agree with the comment above. If you want to say hijab is hot, don't just lay out the fact. Make the message more intelligent and cool.

addyhoch10's picture
2592 pencils

this shirt has been designed to provoke indignation and that's why it doesn't deserve any.
overall, the shirts of your client seem quite boring to me but maybe it's more of a cultural thing, as you wrote.
the designs are very amateurish.

for the "Hijabi's Are Hot" thing:
in western civs a lot of young muslim women wear headscarfs to cover their hair. at the same time they wear tight jeans, tight shirts, high heels and make-up.
this is probably a special form in non muslim countries with the headscarf expressing the differentness of their identity rather than being a traditional religious symbol.
"hijabis are hot" might apply to young women who wear it as an "identity creating accessory" and who are not following the traditional rules of islam.
still no reason to print it on t-shirts.
not even as a PR gag.

Guest's picture

Hhhmm, I kind of like it. I saw the site and there are a lot of really good concepts and ideas there. I think that you really have to be one with the culture in order to appreciate the ideas behind it all. I think that it is pushing the envelope just enough but at the same time, there is a really good concept there.

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