Message from the Founder


I would like to take a moment to extend the warmest of greetings, send a special hello, and personally welcome you to thowby ثــوبــي. 

7 years ago, I started my brand with a vision to revolutionize abaya fashion and bring it into the global spotlight. As a lifelong abaya wearer who believes this garment is the epitome of modest sophistication and grace, I was keen to share my passion with like-minded women across cultures, countries, backgrounds, and ethnicities.  

So I set about designing the prototype — the first signature abaya — that I like to think of as the original masterpiece. It was just the right mix of classic tradition and modern elegance, and represented everything I wanted it to. That first signature abaya became the inspiration for all future abayas at thowby. 


"As I see it, an abaya is more than just a piece of clothing. It is an expression of confidence, a reflection of individuality, a symbol of identity"


The unique name of the brand, meanwhile, was derived from the Arabic word “thowb,” which refers to a garment that covers the body and has been worn for centuries in the Gulf. When I say that my brand is firmly rooted in the values of our heritage, I truly mean it. Our brand is also inevitably weaved into the global tradition of cover-up garments that have been known by many names – huik, stola, toga, milaya – across the world throughout history.  

As I see it, an abaya is more than just a piece of clothing. It is an expression of confidence, a reflection of individuality, a symbol of identity. With the way it reaffirms a woman’s rights to make independent choices, the abaya is a tool of empowerment, contrary to many current narratives around modest fashion that thowby is trying to change. 

And we owe the biggest share of our strength and success to you — our treasured clients. Your belief in us, not to mention your ever-present appreciation and feedback for our abayas, keeps us going onward and upward every single day. I am forever grateful for you. 

Last but definitely not the least, I could not have covered these milestones without my dedicated team – from the skilled artisans in the Atelier to the people who keep administrative operations running smoothly – that is the backbone of thowby. 

With each passing year, I remain steadfast in my commitment to shaping a new vision for modest fashion and an empowering future for abayas. I am constantly learning and educating myself about emerging fashion trends and consumer choices to build a brand that is inclusive, relevant, and speaks to people across the world. I hope I have done a good job of it so far. 

I'm always here to listen to your thoughts on how we can improve and what we can do differently. Your feedback is invaluable, and my ears are always open to what you have to say so we can continue to grow together. Thank you for being an essential part of our journey. 

Happy shopping!   

Houda A. Rahman
Founder of thowby ثــوبــي 
Dubai, May 10, 2017