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Who we are

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Aab was established in 2007 after identifying a gap in the market for clothing that is elegant, on trend and above all else, modest. Starting out as a fledgling label from London, today Aab is recognised as the ‘go to’ premium modest wear brand with a thriving online presence.

The name Aab is derived from the Persian translation for water. We chose this name because water embodies the spirit of our collection, it’s both natural and it flows, has no borders or ethnicity.

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The AAB DNA

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Our clothes have an unmistakeable DNA. Carrying a modest silhouette, most garments flow below knee length, have longer sleeves and higher necklines.

The collections are made up of interchangeable pieces, working together to create a wardrobe that transitions seamlessly from day to evening, weekday to weekend, and season to season.

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The art of embroidery

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We are known for our beautiful embroideries and our artisans enjoy using age old techniques to create intricate and artful designs by hand. Inspiration is taken from history, art and nature which are then delicately woven together to create unique motifs which feature across our occasions range.

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Luxury Chiffon Hijabs

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We believe every woman deserves an item of luxury. Aab offers a beautiful range of pure chiffon silk hijabs in a variety of colours. Soft yet durable, these weightless Hijabs are a must have.

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AAB Cares

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From the outset, Aab has been defined by values of fairness and responsibility and today these values are the hallmarks of our brand.

We have a responsibility to our customers and the communities in which we operate to ensure the items we produce by are done so in a healthy work environment and in an ethical way. A lot of care, attention and detail is put into our products which we do not mass produce.

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