Fadhl, One Year Later.
Today is one year since Fadhl was launched. It is no longer an idea but a brand that has quietly grown into something far bigger than we could have ever imagined.
Looking back, I don’t remember business plans or a strategic timelines. Rather, I am reminded of nights spent talking about purpose, vision, about what it meant to create something that comes from the crucible of faith rather than the arena of ambition. Fadhl wasn’t built on a stratagem. It was about trying to make something that embodied our faith; something authentic, intentional, and rooted in a beautiful simplicity. It was built on heart, on the small and unseen moments that sewed themselves into the start of this great story.
I was eighteen. I had no experience, limited resources and very little understanding of what I was doing but I think I had conviction. Not just in my ability, but in something greater. We wanted to build something that honoured simplicity and elegance, something that carried the grace of modesty and the dignity of appreciation. And that is what Fadhl has become, a reflection of how we see faith in motion, established and purposeful.
Starting young made everything feel augmented. Every decision, every small success, every pernicious setback. I think that youth also gave me a courage, the type that you possess before fear has had its time to mature. I wasn’t sure what Fadhl would become, I just knew I loved it.
There’s a particular kind of peace in creating something you love without knowing where it will go. The name itself, Fadhl, means grace or favour or bounty. It always reminds me that nothing good can unfold except through The Will of Allah. I didn’t entirely comprehend the meaning when we chose it but overtime, I’ve seen it reveal itself to me, bit by bit.
The first few months were easy going. We moved slowly, learning how to translate vision into something real. Behind the scenes a sense of great purpose ensconced every ersatz photoshoot, every word, every fold of fabric was an act of grand appreciation.
The People Who Made It Possible
No odyssey finds success in the useful pining of the individual, rather in a voyage of victory conducted with its fleet of well wishers. What Fadhl became can be solely attributed as a reflection of the people who took it on, who burdened themselves with its success and those who, from the good of their own hearts, believed before there was anything to believe in.
The models who showed up on cold mornings and endured my feigned perfectionism, the friends who connected me with resources and gave advice along the way. Even those beautiful strangers that reposted a story without ever even meeting me. I think often about those gestures. In a world that moves this quickly, small acts of kindness have felt like miracles.
And then there’s my co-founder, namely the one who prefers to go anonymous. Without him, Fadhl would not exist. This short paragraph in no way can encompass what he has done to ensure the establishment of Fadhl. He has been there through everything. There’s so much in our shared vision, in the unspoken understanding that two people can have the same dream, even if one prefers the shadows. Once again, Fadhl wouldn’t exist without him. His hands are in every detail, even if the world doesn't know it yet. And no partnership goes without disagreement and conflict, and as intense as it sometimes may become, we both know we trust each other and we pray for nothing but our mutual success on this tumultuous expedition.
Made in Morocco. Born in Manchester.
So much of Fadhl’s soul is shaped by Morocco. Its colours, its refinement, its way of honouring tradition. The markets of Casablanca, hands running through her catalogue of fabrics and spices, the hum of culture fervent in the air. In Morocco you see the rhythm of craft, the care and devotion that people put into their work. It always reminds me that virtue cannot exist unless inseparate from devotion.
Those early inspirations became part of Fadhl’s identity. The textures, the silhouettes, the way a thobe drapes in all the right places - each detail weighty with memory. I wanted to pay heed to that sense of belonging and let it disperse through everything we made.
When we began to share our pieces with the world, I didn’t expect much. And quickly came those small and unforgettable moments. Seeing our thobes worn at Ramadan dinners, charity events and even just at Al Furqan or CMA.
I’d watch from a distance as someone approached our stall, touched the fabric and smiled.
Finding my way
The truth is, I didn’t have a clear path when Fadhl started, I just finished my A-Levels. All I was I was trying to do was create something that felt real.
Faith has shaped everything. It’s taught me how to slow down when I want to rush, to trust when I can’t see the outcomes. Running a brand can make you restless or even complacent, everything moves so fast and it all feels so ephemeral. Islam has constantly reminded me that what rizq I am destined for, is all that belongs to me.
Every time I’ve been tempted to compare or compete, I’ve reminded myself that Fadhl isn’t about chasing rather it’s about crafting with sincerity and authenticity. I want it to stay that way, deliberate, graceful and anchored in purpose.
Shukr
Looking back now, I’m most grateful for the community that’s grown around Fadhl. Every person who has supported me in some way, from those who purchased pieces on day one, to those who simply encouraged from afar, each and every one of you have played an enormous part in shaping this journey.
And it cannot go overlooked the role of parents in any endeavour their child takes. Especially my Mother, our wonderful CEO, she has always supported me and particularly she has ensured a mature opinion, like hers, is involved before any big decisions. She is my rock, and without her stability I could not advance Fadhl or any other goal in my life.
What moves me most is how communal this project feels. People tell me stories of where they’ve worn our thobes; weddings, Eid salah, family events or even just to university. The best thing I could hear is that something we made became part of one of your memories.
Even when people just repost a photo or mention us in passing, I feel and appreciate that support so deeply. I am constantly reminded that Fadhl isn’t mine alone but rather it belongs to all of us.
What This Year Has Taught Me
Starting something like this at eighteen, indelibly changed how I viewed the world. It taught me humility very quickly. It showed me how much effort is required to create something, and how easily one can underestimate the quiet churning of cogs behind every visible success.
Beyond anything, this year has taught me that sincerity soars. You don’t need everything figured out. You just need to begin with the right intention and when you do, Allah places people, opportunities and lessons along your path, in ways almost orchestral in their harmony.
There were challenges, of course. Times when I really doubted myself, when things felt slow or when the valley between vision and reality seemed too wide. Yet, even in those moments, I’ve felt a strange kind of peace, and I am so grateful for it.
The Road Ahead
Fadhl’s first chapter has been a gentle introduction, a year of brand self-discovery per se. We were testing the waters, learning how to translate passion into craft.
Now, as we look forward, I feel that same pulse I felt in the beginning. There are new pieces coming, new stories to tell. The vision is growing but the essence remains. Fadhl will always be from the heart, built on faith, shaped by gratitude, and moved forward by the people who believe in it.
As I write this, I feel the same gratitude and fear I felt on the first day, a sense that this isn’t really mine to claim, but something I’ve been entrusted with. I pray that Fadhl continues to grow with that same intention. That it stays rooted in its humility, in sincerity, and in striving for excellence.
One year later, and I still feel like we’re at the beginning. Because maybe that’s exactly where we’re meant to be.
Faithfully, Issa.
