Small Business Spotlight: Muna Mohamed, CEO and Founder of Kalsoni

Article by Becky Fillinger, photos provided

Muna MohamedWant to read an inspiring local entrepreneurial story? Look no further than Kalsoni, Muna Mohamed’s brainchild. Muna talked to us about the considerable need in sportswear for Muslim female athletes and how she went about solving it. Perhaps you need advice on developing your own entrepreneurial pitch? Keep reading.

Q:  Were you athletic as a child? Did you have adults or siblings or others in your life who encouraged you to participate in sports?

A:  Growing up, I was always interested in sports and staying physically active. I was always playing outside or picking up basketball at our neighborhood community center and park. I mostly played basketball and softball. Even though it was not the cultural norm for girls to participate in sports, I continued to play because I wanted to demonstrate that it is acceptable for us to do so. Some community elders used to tell me that sports were only for boys and not for girls. We didn't have any space set aside for girls' athletic programs. I had to make do with outdoor basketball courts due to space limitations. I had no one in my life who encouraged me to participate in organized sports. My father, on the other hand, would always take my sisters and me to the local YWCA to exercise and play basketball. I loved being able to spend time with my family and stay active together.

Q:  Please tell us about your experience as a female Muslim athlete? What athletic clothing options did you have?

A:  My athletic experience was both exciting and challenging. I was the only girl in my community who played basketball, so I was frequently on a court full of boys. Although I enjoyed playing basketball with the boys, I have always wished there were more girls to play with. The difficulty arose when I began playing on a structured team. I recall the unpleasant feeling of sitting alone in gym class, unable to participate in swimming because I didn't have access to modest activewear that aligned with my cultural and religious values. When I joined the school's basketball team, I felt the same way. While the rest of my classmates were ecstatic to be able to wear our school uniforms, I stood there feeling uneasy, trying to figure out how I could still play the game while maintaining my cultural and religious values. When it came to the sports uniform, I had to make do with what I had. For added coverage, I frequently wore my hijab, long sleeve shirts under my jersey, and leggings under shorts. When I was playing sports, I didn't have any access to modest activewear or sportswear.

Another issue was that my coaches were unfamiliar with my culture and religion, so I felt unsupported. I recall being denied access to several games because my hijab violated high school league rules and posed a safety risk. My coaches never once defended me. Throughout my athletic career, I have always felt isolated. Sports participation clashed with my identity as a Somali Muslim female. I was forced to choose between participating in sports and adhering to my cultural and religious values and practices of modest dress. My personal journey and athletic experience led me to coach youth basketball in my neighborhood. I wanted young girls who looked like me to avoid going through what I went through by having access to a coach who understands them and providing access to resources such as culturally sensitive sport uniforms.

Q:  Please tell us about your journey to become a designer of culturally sensitive clothing for Muslim athletes. Did you have a mentor as you developed Kalsoni?

A:  The springboard for this business was a community-based research project titled "Impact of Culturally Sensitive Apparel Co-Design on the Physical Activity of East African Adolescent Girls," which investigated the effects of co-designed culturally sensitive activewear on engaging girls in physical activity. The project resulted in the girls designing their own modest activewear. During one of our leadership meetings, we discovered that there was some additional funding. So, I went home that evening and started thinking about how we could use the remaining budget. Then I remembered my struggle as a female Muslim athlete without access to modest sports uniforms. I went back to their team about creating sports uniforms, and they were all on the same page.

Most importantly, the girls were ecstatic about the opportunity to play in activewear that truly represented their modesty values. The uniforms are now being worn by female athletes who are members of Cedar Riverside's first AAU basketball team, which Jennifer Weber and I co-founded. I witnessed the positive impact the sports uniform had on the girls, ranging from increased intrinsic motivation to feeling supported by their parents in playing basketball because they had access to culturally sensitive activewear. The girls were able to concentrate on the game rather than on what they were wearing and how they felt.

I wanted women and girls everywhere, on and off the court, to have access to modest activewear. Inspired by the research project, I founded Kalsoni, a purpose-driven lifestyle brand dedicated to improving the health and well-being of women and girls by providing activewear that is culturally and religiously inclusive, embraces their individuality, and truly reflects their modesty values. As a result, the name Kalsoni, a Somali word for confidence, was born. Throughout their fitness journey, I want women and girls to able to move freely, be herself, and feel comfortable and confident.

My entrepreneurial journey evolved organically from the research project. Although I had no formal mentors or training, I was surrounded by family, friends, and community members who assisted me along the way. I was able to find mentors and support through programs such as the Embark program and the Target Incubator.

Q:  Congratulations on being chosen as 1 of 8 companies for the Target Incubator and 1 of 50 chosen for the Salzburg Global Forum for Youth Cultural Innovators and the REI Path Ahead Embark Program. What did this recognition mean to you? 

A:  Starting a business without any formal training or experience can be extremely frightening. But I'm grateful to have taken a risk and started my own business. It feels great to be recognized by the accelerator programs. It makes me feel accomplished and motivated. It was nice to know that my hard work was being recognized and that people believed in the company's purpose and mission. Most importantly, it made my family proud, and they now know that programs like this exist to help small businesses like mine. I'm inspired, energized, and have a strong desire to do, achieve, and be more. It's an incredible feeling to be recognized for the work I'm doing with Kalsoni. I feel confident in the work the I’m doing.

Q:  What's on the horizon for you and your company? Will you venture into other cultures' athletic clothing needs?

A:  I like to say that this is just the beginning. Kalsoni's possibilities are endless. I am currently working with organizations such as Girls on the Run Minnesota to provide affordable customized sports hijab and sports shawls for their participants. The goal is to provide an experience for Muslim girls to feel a sense of belonging, to be a part of the team, and to display team pride through the logos on their hijabs. I hope to extend this opportunity to as many athletes, non-profit organizations, and school teams as possible. Aside from the products, I hope to develop ongoing community wellness programs for women and girls to increase physical activity and build motivation and confidence in the space.

To make this happen, I hope to work with existing community organizations. Community is an important part of my business, and I hope to continue working with community organizations and members. I am confident that as I continue my work in the community, new ideas will emerge, and I hope to collaborate closely with women and girls to make them a reality. Fashion is unique in that it allows people to express themselves, and I hope Kalsoni becomes a global brand that bridges the gap between sports/fitness, fashion, and modesty.

Q:  Do you have advice for other entrepreneurs?

A:  To entrepreneurs in Minnesota, we live in a state that is great for starters-ups and there is a vast amount of resources to assist you in building your business. Even if you only have an idea, there are competitions, such as the Minnesota Cup, in which you can compete for non-dilutive seed money and mentorship. Early-stage entrepreneurs should create a business plan, executive summary, and one-minute pitch. This will come in handy later on when applying for grants and resources for your business. Even if it's just a concept, I recommend you answer and write down the following: (1) your "what" (what your business is about), (2) your "why" (why are you doing this/for what purpose), and (3) your "how" (how will you do this).

Q:  Thank you for a great interview! How may we follow your news?

A:  The best way to follow my business would be through Instagram @Kalsoniapparel. You can also subscribe to our emails at www.kalsoni.com.

Also, I’m running a crowdfunding campaign – here’s the link: https://ifundwomen.com/projects/kalsoni. A very interesting fact to note is that in the U.S. only 2% of venture capital goes to female led start ups. Also noteworthy is that Black women make up only 0.6% of those who secure funding. The campaign will be a way to help raise funds for the business. Funding will go towards production costs, donating sport hijabs and activewear to community organizations, creating internships for Muslim female athletes in college and general brand awareness. We very gratefully welcome your monetary donations or product purchases.