This is perhaps the most extraordinary fashion line of 2006. An Italian company based in Udine has produced a pair of jeans especially designed for Muslims. Al Quds Jeans are designed to be extra roomy so the wearer supposedly avoids stiffness whilst kneeling in prayer. Moreover, the pockets are designed to accommodate the usual array of accessories Muslims have to remove whilst they worship. Finally, the Al Quds Jeans have green seams since this is a sacred Islamic colour.
You’re probably thinking this is some kind of irreverent joke? No, it’s absolutely genuine. This is a quote from the Al Quds website:
“I am AL QUDS jeans, the jeans of choice for Islam as the inspiration comes from here and it is to this world that they refer. The precious stimuli and suggestions that come from the sacred Arab World and from ordinary, every day life are captured and brought to fruition in AL QUDS jeans satisfying the needs of a couture fashion line which arises from the most “cultural” gesture of the street: jeans made to pray in, jeans for those who choose a different path. It is a wider concept because it is a step made for the World, seductive original and distinguished.
This line is therefore serious, looked for with discretion, natural elegant and not ostentatious. This is reflected in the care and attention to detail, from the denim material to the design which offers the comfort necessary for everyday wear.
A new expression for an old tradition; a way to express your origins and show them.”
No doubt, many people will be asking whether this is a sacriligious exploitation of Faith for commercial ends. Perhaps the Imams are the only people qualified to provide a definitive answer. Regardless, many will view this as a further attempt to dillute the Sacred.