A user-centred approach to modest sportswear design for Cape Town Muslim women

Abstract

There is limited peer-reviewed research investigating the incline amongst Muslim women who enter road running and athletic events. However, it is undoubtedly a trend perceived through international sportswear sales (Hwang & Kim, 2020), popular media articles (Hamilton, 2018), and visually noticeable by the increased frequency of Muslim women running in the streets of Cape Town. In addition, it is noteworthy that Nike and Adidas have launched ranges for Muslim women runners, confirming that Muslims have become a strategic growth market for well-established brands. However, the requirements for modest athletic sportswear that align with the prescribed hijab pose specific challenges for Muslim women, especially those who want to participate in long-distance road running. Physiological studies confirm that female competitors found modest athletic sportswear (MAS) cumbersome and uncomfortable (Davis & Bishop, 2013). Furthermore, the research underlined that MAS adversely affected an athlete's physical, physiological, and ergonomic experiences related to comfort or discomfort. Therefore, an opportunity exists to complement previous studies and further investigate how a user-centred design approach, supplemented by contemporary fashion technologies in South Africa, may enhance athletic comfort and MAS performance through a virtual design process. Consequently, in addition to its functional design objectives, this study will explore this trend through qualitative interviews with experts on the hijab and a qualitative focus group with women participating in road running. The primary research and design phase starts with interviews with an open and qualitative approach derived from a semi-structured interview schedule with two prominent women in Islam to establish the styling parameters for female Islamic clothing. Next, a focus group session engages athletes from running clubs in the Western Cape to understand their experiences with current products to establish elements for design improvement. Next, selecting suitable textiles through expert consultations and laboratory testing to present a scientifically tested range of sportswear for Muslim women. Finally, the data gathered provides insight into the development of three 3D prototypes: a long-sleeved top, a pair of pants, and a head covering.