JooJoo Azad (“Free Bird” in Farsi) is a radical online platform dedicated to the integration of ethical fashion and activism through an anti-capitalist, intersectional-feminist, lens. Our work has been featured in various online, in-print, radio, and television media internationally and focuses on exploring the intersections of fashion and social justice as a means of challenging Orientalism and mainstream beauty standards.

This space serves as a site of unapologetic identity reclamation.

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Tehran Streetstyle is a visual introduction to the Iranian underground fashion scene and the young people who play active roles in shaping and defining it. This book presents an alternative view of Iranians by challenging mainstream Western notions of Iran and fashion as well as domestic government regulations. Can you say #coffeetableonfleek?

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Latest on the blog

How H&M is Erasing War Crimes in Their Latest Marketing Campaign

Andy Torres (and her blog Style Scrapbook) was the second blog(ger) I ever found, and first I read religiously. I remember spending hours on end going through years of her blog's archives, soaking up her content, ideas, personality, and style. Her move to Amsterdam with nothing but aspirations was inspiring, and her style was relatable (of course, a few months later I would discover my first Muslim fashion blog, as a pleasant surprise to little Hoda growing up in Oklahoma without other Muslim friends).

Two years after finding Andy's blog for the first time, much time spent naturally reflecting on my experiences growing up as Muslim hijab-wearing girl in the south, several frustrations with bloggers I followed and their collaborations with unethical brands, and many encouraging friends later, I decided to start my own editorial space and JooJoo Azad was born.

All this to say I owe Andy a lot when it comes to filling a sartorial void in little 17-year-old Hoda's life. But her seemingly-innocent latest collaboration with H&M works to erase war crimes and human rights violations in more ways than one. Let me explain.

The Haitian-Designed Ethical Menswear Label You Need to Meet

This casual-cool varsity brand sits at the perfect intersection of ethical production, an aesthetic rooted in the local but flirting with th...


Orientalism: the normalized  (& highly problematic) framework through which the West observes, writes about, and examines the East -- sp...

Anti-Muslim Racism & Whitewashing Hollywood - TNT's American Race (Video)

Last Friday I had the honor of flying out to Los Angeles--aka my new favorite city in the USA--to speak on a panel covering everything fr...

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