Isam B said last week that one of the most feminist things a woman can do is to put on a niqab.
Because "then she's a ninja".
Understood as - the men who want to see her can no longer lay eyes on her.
I could have spent the week discussing it. I can see many others have done just that.
But here in Frederiksberg the market thinks faster than the debate, and so it is my pleasure today to present Denmark's first intersectional empowerment brand -
VEILNESS™
Free from gazes. Free from expectations. Free.
From the press material going out to Ritzau these minutes -
"VEILNESS is born from a simple realisation. For a hundred years feminism has fought for woman to be seen.
We asked ourselves - why exactly?
True liberation is not being seen on your own terms. True liberation is not being seen at all.
As Frantz Fanon wrote in 1959, and as truly progressive men have now finally been allowed to explain to women -
"The one who can see without being seen frustrates the colonialist."
And who is the colonialist in 2026?
It's the gaze. Your gaze. Shame on you.
I attach from the collection, autumn/winter 2026 -
NINJA NOIR -
Our signature model. Hand-stitched, CO2-neutral, decolonialised cotton in the colour "midnight liberation". One size covers all. Literally.
1,799 kr.
THE SILENT SISTER -
Limited edition with woven-in quote from a man explaining what feminism is. It can only be read by the wearer herself, which according to the design team is the entire point.
2,299 kr.
MALE GAZE REPELLENT™ -
Our patented fabric that neutralises the masculine gaze at the source. Note - does not neutralise the gaze. Shifts responsibility for it.
1,499 kr.
THE ALLY -
Our first model for men. Gender-fluid cut and optional pronoun woven into the nape. Can also be worn by non-binary individuals. Because women's struggle is too important to leave to women, the man can now himself wear the message he has until now only explained. Delivered with microphone opening at the mouth, so the wearer can still nuance and mansplain the debate.
2,799 kr.
NINJA FLOW ACTIVE -
Our athleisure line. Moisture-wicking, 4-way stretch, designed in collaboration with a yoga instructor who wishes to remain anonymous, which the product fortunately solves. Created for the woman who wants to move freely in a space where no one can see if she's moving freely. With discreet side pocket for keys, phone and the rights she has opted out of.
Note - during lunges and warrior poses, ankles may appear if thick socks are not remembered. Ankles can in certain observers lead to impure thoughts. VEILNESS assumes no responsibility for gazes, but recommends our accessory ANKLE GUARD PRO at 349 kr., because your freedom should not cost others their peace of mind.
3,499 kr.
All models delivered in recyclable packaging with handwritten card -
"You are strong. You are free. You are gone."
Important information*
VEILNESS™ cannot be legally worn in public space in Denmark. The fine is not included in the price, but can be added as a "Civil Courage" Add-on.
Ten percent of profits go to the fight against patriarchal hegemonic and religious structures.
🤓😎🤷🏼♂️
..
And this is where the satire really ought to stop, but reality refuses to leave it alone.
Because this isn't a brand I've made up out of nothing. It's the logical terminus for a movement that has made "woman's own choice" into an argument that can carry anything - including the fabric that women in other parts of the world are whipped, burned and hanged for taking off.
They started by burning bras to become visible.
They ended by defending the veil as the supreme expression of self-determination, while the women who actually tear it off in Tehran do so with their lives at stake.
Fourth wave reached shore precisely where the first wave stood digging itself free.
And the product that gathers a hundred years of women's struggle in one piece of design is a piece of fabric that removes the woman from the picture.
Congratulations girls. ❤️
