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‘Kenya, Russia, Los Angeles, Montreal - those are just a few of the places Jamil and Alia

Juma have lived over the years. The brother-and-sister team behind the Juma label have

admittedly “moved around a lot” according to Jamil, but their globe-trotting backgrounds

have combined to make their apparel label appealing to stores around the world.’ - WWD

In 2003, the pair set out to create contemporary clothing, which evolved into a unisex

line. The idea was to design clothes that they can both share, while being inspired by their

individual and mutual experiences of their lives across four continents.

c o m p a n y p r o f i l e

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STOCKISTHarvey Nichols (Hong Kong)

Bloomingdales (Dubai)

Farfetch.com (UK)

Unconditional (London)

W Hotels (Worldwide)

Kaight (New York)

Henri Bendel (New York)

Eva (New York)

Convent (New York)

By George (Austin)

Covet (Los Angeles)

Revolve (Los Angeles)

Post 26 (Los Angeles)

Tur tle (Boston)

One Of A Few (Vancouver)

Tenth & Proper (Vancouver)

Primitive Culture (Calgary)

High Grade (Edmonton)

Serpentine (Toronto)

Delphic (Toronto)

Free Shop (Tokyo)

Robin Richman (Chicago)

Space 519 (Chicago)

Walk In (Montreal)

Espace pepin (Montreal)

Simons (Montreal)

Both Alia and Jamil are well traveled and have lived in

exotic locales such as Kenya, Congo and Kazakhstan as

well as all over North America including Vancouver,

Montreal, Dallas, Los Angeles and Atlanta. In their spare

time, the siblings have actively volunteered with various

charities.

d e s i g n e r b i o s

Former model, Alia attended George Brown College and

worked as an assistant designer at various design houses.

A graduate with a degree in Biosystems Engineering from

McGill University, Jamil worked as an investment strategist

before entering the fashion industry.

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17th Issue Biannual Autumn/Winter 2009 UK £6.95 US $17.95 CAN $15.95 Kate Moss photographed by Craig McDean

Women’s Fashion

An

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9 Decade in

Style

One of four limited-edition covers

Celebrating a Decade in Style

Kate Mossin John Galliano

AN17_CoverSpine_29_07_09.indd 2 4/8/09 15:54:43

Other fashionThe Insiders

The flamboyance of fashion and the sobriety of business may not seem the most natural bedfellows. Yet today fashion is a multimillion pound business, and industry adviser Imran Amed firmly believes it should be recognised as such. Started a little over two years ago, Amed’s website, the Business of Fashion, is a daily destination for fashion’s most influential power-players. “I just noticed this gap. There wasn’t anywhere that explored the intersection in an intelligent, analytical way.” With an MBA from Harvard Business School and a background in management consultancy, Amed set up the site as a labour of love. “I was really creative growing up, and then 18 came along – responsible decisions – so I studied business. And I learned so much in that environment, advising CEOs of huge businesses from all over the world. It was an amazing experience but at the end of the day I felt like the creative side of me wasn’t being used.” The site was the perfect opportunity to merge his love of fashion with his business acumen. “I speak the language of business and I speak the language of fashion and my role has really become like that of a translator, connecting those people. The problem is a lot of designers that enter the business don’t know what they don’t know. The first thing to learn is that you’ll only spend 10 per cent of your time designing and you’ll spend 90 per cent of your time managing. So you should really think of yourself as a CEO first and a designer second.” As well as the site, and consulting work advising brands, Amed has been working with Lulu Kennedy and Fashion East designers, and teaching a class at Central Saint Martins. “What I love about young designers in London is that each of them has their own voice. In New York, the designers are being led like an orchestra; they make beautiful music, but it’s very controlled and planned. In London, it’s more like a jazz band.”Text Joanna Schlenzka Photography Paul Wetherell

Imran AmedFounder of the Business of Fashion

136 AnOther Magazine

AnOther Magazine talks to three influential individuals shaping fashion from behind the scenes

AN17_B4_Insiders_ImranAmed_15_07136 136 28/7/09 17:59:12

c o n t a c t

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te l : 1 .646 .770 .2542

fax : 1 . 888 .210 . 3816

in fo @ jumastud io.com

www. jumastud io.com

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