A Hadith by Prophet Muhammed P.B.U.H on the enviornment States: 

“The earth is green and beautiful and Allah has appointed you his stewards over it”

As a Muslim founded brand, it is not a choice, but an obligation to make eco-conscious decisions across our supply chain. When creating this brand the intention was to use the most earth friendly materials possible. Naively we thought this would be easy by 2021. It definitely is not. There were so many fabrics that looked great but ultimately we turned away because of their content's effects on the environment and public health.

Know that when you purchase from Ameera the materials must meet at least one of the following requirements if not all: be of an organic material, produced on-demand, local, or from fibers built for longevity. I hope that as this company grows so will our knowledge and fashion’s access to more earth friendly materials. Keep reading below for some of the earth (and human) benefits of our material choices:

Hemp:

More than a marijuana plant, hemp is one of the world's most eco-friendly fabrics. Hemp is carbon negative raw material. This means it actually removes some of the earth's pollution when harvested. 

Hemp takes part in phytoremediation, the process of certain plants destroying contaminants in air, water and soil naturally. Hemp also requires significantly less water to grow. By purchasing hemp garments, like our Lisa Maxi Dress, you are supporting these positive effects.

While all that is good for earth, is good for us, hemp fabric is also naturally UV resistant. Hold the sunscreen!

Silk:

Silk is excellent for the earth because it is 100% compostable. Because it is made of organic material, it means a silk garment has zero waste. It can go back to the earth and break down into completely non-toxic components leaving no negative footprint on earth.

Silk is excellent for the skin due to its antimicrobial properties. This also means your silk clothes are more resistant to dirt accumulation. They can be washed less frequently, saving resources. Our Hannah Blouse and matching pant and scarf are made of dreamy silk charmeuse. Elegant enough for a night out, and comfy enough for sleep. Sweet dreams!

Organic Cotton:

Organic cotton is different from its conventional counterpart because it is grown without toxic pesticides and synthetic fertilizers. 90% less water is used to grow organic cotton compared with conventional. It also requires 60% less energy to grow. When we can find organic cotton, we will always choose it over its counterpart.