Short answer: Mashroo is an Indian modest-fashion label, co-founded by Junaid Khan, that began because authentic thobes and abayas were hard to source in India. The brand was the first in the world to launch denim thobes and knitted thobes, and it plans company-owned stores in the UAE, UK, USA and Saudi Arabia. Its core promise: modesty without compromising on contemporary style.
Fashion often treats exposure as expression. A quieter shift is underway, and Gen Z is driving it. Mashroo, a homegrown Indian label, is reworking modest fashion with a distinctly contemporary edge. In this conversation, co-founder Junaid Khan walks through the brand’s origin (a simple gap in the Indian market for authentic thobes and abayas), how it now blends urban aesthetics with deep-rooted tradition, and where it’s headed next.
The chat covers Gen Z’s appetite for self-expression and cultural pride, how those forces shape Mashroo’s design philosophy (denim thobes, cord sets and the rest), and how the brand is gearing up for a hybrid retail future. It isn’t only about clothing. It’s about confidence, comfort and a community that wears its values openly.
What inspired the birth of Mashroo, and how did the idea of blending modernity take shape for you personally?
Mashroo was born out of a simple yet significant gap that we noticed, we couldn’t find authentic thobes, abayas and Middle Eastern garments in India. Hence, we set out on a mission to make middle eastern modest fashion available in India. We believe bringing forward urban aesthetics with traditional designs is what led us to blend modernity with modesty.
How do you define ‘modern modesty’ in the context of Gen Z today?
Modern modesty in the context of Gen z is moving ahead with times suggesting not compromising on the basic tenets of modesty as advised by religion – for eg : you’re permitted to wear anything as long as it covers the body, is not body hugging, is not demeaning to anyone else, it can welcome all the innovation and modernity. Printed shirt dresses with pants, cord set, modern day cotton blend fabrics , oversized tee shirts, everything that a gen z girl desires to wear in western genre she can smartly blend it with a modest fit and style and be on top of her game.
How does Mashroo balance cultural authenticity with trend-forward design?
We respect tradition while making it more wearable and appealing to modern audiences. For instance, we were the first in the world to introduce denim thobes, knitted thobes, and several contemporary takes on classic designs. We focus on innovation without compromising cultural integrity, hence balance cultural authenticity with trend-forward designs.
With international brands like Dior and H&M also embracing modest fashion, where does Mashroo see itself in the global conversation?
We have been globally focused from the get go. Our vision is to establish company-owned retail stores in the UAE, UK, USA, and Saudi Arabia. We believe that modest fashion has a massive international market, and Mashroo is ready to make its mark in India and overseas.
How has Gen Z customer feedback influenced your design direction?
Customer feedback has shaped us in unimaginable ways, they are pushing us out of our comfort zone, the speed at which they expect and want newer styles is keeping us on toes. And if we have given them something before time then we understand that we have cracked the code.
How does Mashroo stay inclusive across diverse Indian and global communities?
The word mashroo itself is derived from islamic culture that means in arabic all those things that are lawful for human consumption (shariah) , Our styles , fabrics and fits are inspired by european ,asian and a lot of Western fashion and trends and we blend it with our aesthetics to develop things that are loved by all.
How is Mashroo addressing sustainability and ethical practices in production?
Our work culture is built on mutual respect and positivity. We take immense pride in the fact that if an independent audit were conducted, our employee happiness rating would be 10/10. We maintain a lean hierarchy, ensuring that every individual, from top to bottom, is valued equally.
How important is social media in shaping Mashroo’s narrative and connecting with Gen Z?
Absolutely, we need to understand that having public figures won’t immediately boost sales but it is a good tool to indirectly add credibility to your brand and engage in indirect marketing. One could do a mix of one big celebrity and few small ones or a lot of micro celebritie
Do you see digital fashion or virtual styling playing a role in Mashroo’s future?
Brand is moving in the direction and making its position strong in an idealistic hybrid model. We need a balance between offline stores , B2B and online presence. Wherever the latest trends and technologies are coming in we are embracing it with open arms.
What message do you hope young people feel when they wear Mashroo?
We want each Mashroo wearer to feel proud and emotional about the garment they are wearing , the garment aligns and even supersedes the style and fashion of the world. Apart from feeling comfortable, confident and happy wearing Mashroo clothes. We want our people to be extremely emotionally driven and feel a sense of ownership wearing our clothes.
FAQs about Mashroo and Gen Z modest fashion
What does the word Mashroo mean?
The word Mashroo is derived from Islamic culture and refers, in Arabic, to things that are lawful (shariah) for human consumption. The brand’s co-founder Junaid Khan uses the name to anchor the label’s modest-fashion identity.
What products is Mashroo known for?
Mashroo offers thobes, abayas and Middle Eastern modest garments alongside contemporary pieces like cord sets and printed shirt dresses. The brand was the first in the world to introduce denim thobes and knitted thobes.
Where does Mashroo plan to open international stores?
According to co-founder Junaid Khan, Mashroo’s vision is to establish company-owned retail stores in the UAE, UK, USA, and Saudi Arabia. The brand has been globally focused since launch.
How does Mashroo define modern modesty for Gen Z?
Modern modesty, in Mashroo’s framing, means wearing innovative, trend-led pieces (printed shirt dresses, cord sets, oversized tees, modern cotton-blend fabrics) styled in a way that isn’t body-hugging or demeaning, while staying true to the core tenets of modesty.
How does Mashroo work with influencers and celebrities?
Mashroo treats public figures as a credibility tool rather than a quick sales lever. Junaid Khan suggests a mix of one big celebrity with several smaller ones, or a wider net of micro creators, to support indirect marketing.
