1. Interesting article. You seem to have given much thought to the re-branding from this perspective however you failed to address as to why this ‘phenomenon’ is taking place. It can’t be mainly due to this. Why do the youth feel the need to magnify the superficial elements of Islam when the religion views it as condescending and completely contrary to its belief and way of life. Is it just a shallow attempt of trying to hold onto some parts of their identity whilst disregarding everything else in order eradicate stereotypes to shape themselves into a society that perhaps they may never truly mould into? What springs to mind when describing this behaviour that they are children of different nations, different backgrounds, different culture who have found themselves in a position where they are trying to make sense and are fusing together the same end of a magnet and as a result you get such outcomes…… Just a thought, but I do like your way for thinking. Good read

  2. As salaam alaikum, I thank you for your thoughts and for the wonderfully written article. Personally, I disagree with your overall perspective that the globalization of Islam means the selling out of our core values. What is happening is the journey of Islam from a cultural cloak into its full and transparent being which is about the fulfillment of its principles applied in daily life. Daily life of the 21st Century, in every nation on earth. The traditions of which you speak are yes, tradition, and those traditions were formed in the time and place that Islam was revealed. But in truth, all humans, all creatures, all existants are Muslims, submitting to the will of the Creator by the very means of their existence. To fault the individuals for adapting to the time and culture of their home goes against the basic essence of Islam, and the Prophet, peace and blessings be upon him, knew that to seek knowledge, even unto the end of China, would necessarily require a tailoring of the external shell, or the costume of Islam. The Indonesian sisters wear bright hijabs and niqabs, the Indian muslims as well, the African muslimahs wear bright colors, and yet you speak of the commodification being only a western trait. What I fear for you, dear sister, is that you are closed to the opening of Islam for all people because of the roots of its tradition. If we are to only stay with the roots, we will never see the beautiful tree and branches and leaves and fruit it has to offer. The Quran was revealed as a guide for all time, that means it must be interpreted to fit in the time, and the separation of culture from faith can only mean one thing: the message is strong and being heard and accepted by many, and that is a blessing! However, of you do want to talk about an inappropriate commercializations of the faith, why not speak about the Kaaba and the circus the Haaj has become, all for money. There is blatant fault and divergence from the purpose there, and much to write about from many angles.

    Peace, dear sister, many blessings to you.

  3. It’s not Islam as brand, before this visible commercialisation of Halal products and sharia complient items, Muslims where wick obliged to manage they’re day to day life in very hard conditions
    New generations of Muslims arises and have better life conditions witch increased their concerns
    Now they are not any more passive consumers
    They have conscience
    Faith also is higher
    And they use the existing communication modes:
    Marketing, adds social Medias and all up to date methods

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