Product-wise, one of the key components in Haute Hijab's sport line is the sustainably-produced fabric, which is derived from coffee grounds. This fabric can keep your body temperature down, Elturk said, allowing athletes to stay cool as they work. The fabric is also odour-repellant, moisture-wicking, and protects against UV rays.
The style of each hijab was also important. "What we knew from customer research is that the biggest concern that Muslim women had was: how am I going to look in it?" she explained. The brand's goal was to combine functionality with a design that made women feel beautiful when they wore it, which was why Elturk wanted to offer four different styles. "Typically what you'll see is just one piece that's a pull-on," she said. "We knew that with the Muslim consumer, it's not a one-size-fits-all. Every woman has different concerns with head shape and hair texture and face shape and colours, and so we wanted to provide them with a full collection and a full line in a breadth of colours that allow them to mix and match pieces."