Tuesday, December 26, 2006

Islamic Jeans: Marketing for Religion

Photograph: Asif Hassan/AFP/Getty Images

There is nothing called an ISLAMIC JEANS or UNISLAMIC JEANS, these are the new strategies of marketing used by business firms to make money.

A company in Italy has begun selling jeans that are tailor-made for Muslims who find the regular jeans uncomfortable as they need to bend down to pray several times a day.

The trousers, licensed by an Udine-based firm named Al Quds, are the brainchild of Luca Corradi, an Italian stylist.

"The idea behind the jeans is not political, ideological or religious at all. It is a cultural act," said Susanna Cavalli, chief of product development for Al Quds Jeans.

This sounds a fascinating idea for market economy. 'Find a niche and build an image.' This is what this company has emabrked on. It remains to be seen whether this idea will catch on with the Muslim faithful.

Finally, Italy's 700,000 Muslims may have found their fit, jeans made by Muslim hands.

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