Bloomberg Businessweek The Making of Modest Athletic Wear
Mar 24, 2025
Candice Safdieh, the Founder and CEO of Snoga Athletics, shares her journey in creating a brand for modest athletic wear. She emphasizes the rising popularity of modest styles and discusses the personal motivations behind her designs. The conversation dives into the challenges of managing supply chains during the pandemic and the unexpected demand her brand faced. Additionally, she highlights the importance of size inclusivity and her plans to expand into men's clothing, all while navigating the competitive landscape of the athletic wear industry.
AI Snips
Chapters
Transcript
Episode notes
Snoga's Origin
- Candice Safdieh created Snoga Athletics 20 years ago after graduating high school.
- She designed a skirt with attached leggings for herself and realized other women shared the need.
Pre-Athleisure Pioneer
- Snoga predates the athleisure trend, originally focusing on modest exercise clothing.
- The market has become significantly more competitive since Snoga's inception.
Oprah Inspiration
- Candice Safdieh's inspiration partly came from an Oprah episode featuring a Muslim trainer.
- The trainer wore baggy clothes due to a lack of modest activewear options, highlighting the need.