About IMA

Salaam (Peace) I am Fatima Asad.

The name “IMA” comes from the last three letters of my own name. It is personal. It is a piece of me. Just like every design carries a piece of my heart. Each piece begins with prayer. 

Every artwork you see is hand-painted before it is ever digitized. I sit with each piece, pray before I start, and pour intention into every brushstroke before transforming it into wearable art.  Every brushstroke brings me closer to God and closer to humanity. Painting transforms the heaviness in my heart into intention and purpose. I also take commission work, creating custom pieces that carry personal meaning for those who request them. Whether it’s a portrait or a cultural design, each work is created with care, reverence, and love.

I was raised in a home where creativity and compassion went hand in hand. My mother, a fashion designer, and both of my grandmothers shaped that foundation. I watched my mother build her collections while supporting the families of her artisans. One grandmother, my beloved Nani taught me to sew clothes for my Barbie dolls, while the other Dadi designed our Eid outfits each Ramadan, choosing fabrics with care. From them, I learned that creating with your hands is both a gift and a responsibility.

IMA Clothing Co. was born during a time when my heart felt especially heavy witnessing the suffering of the people of Gaza. The brand began in honour of Oraib Al Rayyes, a martyr in Gaza and a talented artist whose work left this world with her. Recreating one of her portrait pieces on a hoodie was my way of honouring her life and processing grief.From that single act of remembrance, IMA was born.

A percentage of every purchase is donated through Rahaf Al Shamaly, the lead singer of Sol Band Gaza, to directly support families in Gaza. Giving back is not charity to me; it is an responsibility. A continuation of the values I was raised with.

In the future, I hope to create cultural collections that uplift underprivileged communities around the world; always ensuring that when I represent a culture, I also give back to its people.

With love,
Fatima Asad