Meet Be Bindaas

Salma of Be Bindaas <3

Where are you from and how does that affect your work?

My background acts as a compass. Growing up surrounded by the deeply symbolic art of the Middle East gave me a language for beauty before I could even speak. This heritage allows me to see the "recognition" in Mughal art—the symmetry and nature-focused geometry that feels like a sacred connection to my roots. This affects everything I create; I don't just design for aesthetics, I design to honor a lineage of craftsmanship that spans from the Arab world to the heart of India.

I am an Arab woman, raised in the Middle East amidst intricate patterns and the cinematic romance of my mother’s favorite Bollywood films. After my mother passed, I was raised by a Sri Lankan woman who deeply connected me to South Asian warmth and tradition.

As a Muslim, I have always seen floral art as a reflection of Jannah—the Garden of Paradise. When I first encountered Mughal Art, it didn’t feel foreign; it felt like a memory. 

Today, with a husband who is half Indian and half Pakistani, South Asia is my family and my home. Be Bindaas lives at the intersection of Arab heritage, Islamic artistry, and California ease—all woven together through sustainable cotton and the stories of the artisans I call brothers and sisters.

How did you get your start?

I was working as a preschool teacher in LA when a volunteer trip to India in 2010 changed everything. It was the height of summer, and I quickly learned from the locals that the only way to dance through the heat was to wear 100% cotton from head to toe. I was instantly bewitched—not just by how the fabric felt like a second skin, but by the vibrant colors and patterns that seemed to pulse with life.

Also my soul sister and best friend, Afroz Nasser. she and her mother, Aunty Shafika Nasser, took me through the winding lanes of Mumbai’s hidden fabric shops and bustling tailors. Walking through those markets with them, bonding over textures, street food, and endless cups of chai, a dream began to form.

I started bringing pieces back to the Silver Lake Farmers Market in 2017. What began as a small weekend pop-up grew into a passion I couldn't ignore, leading me to leave teaching and focus on Be Bindaas full-time by 2022.

What is the hardest part of your creation process?

Since I don’t come from a formal fashion background, the hardest part is often translating my ideas into technical designs. I’ve had to learn as I go—working closely with a designer to bring my vision to life and listening intently to my customers' suggestions. Their feedback has been eye-opening and inspiring.

There is also the challenge of staying small and intentional while growing. I don’t believe in mass production. Every piece is made slowly—from sourcing cotton from a family farm in South India to the hand-block printing in the North. Balancing demand with that slow craftsmanship is a hurdle, as is trying to translate such a tactile, sensory experience into a digital space. These fabrics are meant to be felt.

The "slow" in slow fashion. Because we use machine-free hand-block printing and natural, biodegradable dyes, we are at the mercy of the elements. If the sun isn't shining or the humidity is too high, the fabric cannot dry. It can be challenging to balance the fast-paced demand of modern retail with a process that demands absolute patience and reverence for the craft.

What’s your favorite item that you’ve created, and why?

The Zarrah Dress

My favorite pieces are always The Zarrah Dress. It perfectly embodies everything Be Bindaas stands for: it is timeless, effortless, and full of joy. It’s the perfect Bindaas maxi—a breezy two-tiered skirt, relaxed long sleeves, and those essential hidden side pockets. It has a timeless charm that is perfect for sunny strolls, slow mornings, and everything in between. It is beautiful, breathable, and effortlessly comfortable.

They are the perfect intersection of my life: the Islamic art of my roots, the craftsmanship of my artisan family in India, and the effortless & breathable "Be Bindaas" comfort I crave in California.

What do you love most about Pasadena?

Pasadena holds a very special place in my heart. I did my master’s at Pacific Oaks College and worked at the Children’s School—a breathtaking

campus full of gardens and classrooms tucked into historic Craftsman homes.

I love Pasadena’s vibrant, multicultural energy. Whether I’m exploring the restaurant scene, walking through Old Town, or hiking the nearby hills, the city offers a mix of history and nature that continues to inspire the "warm and inviting" world I try to create with my brand.

What is a fun fact about yourself that others may not expect?

I’ve been building "homes" since I was ten. As a kid, I created cozy outdoor sanctuaries for my friends and me. Now, when I set up my booth at markets, I’m doing the same thing—building a warm world to welcome people into.

Also, I am a massive foodie! I love exploring the cultural history behind international cuisines. To me, a traditional dish and a hand-blocked textile are the same: they are both beautiful ways that a culture’s soul is preserved.

I love this so so much. Where do you see yourself in five years?

Still traveling to India multiple times a year, working side-by-side with my family over there. I hope to expand into ancient arts like Lucknowi & Kashmir embroidery, and hand-loom fabrics.

 I see Be Bindaas growing slowly and intentionally—perhaps a small, soulful storefront or co-op—but always rooted in tradition, sustainability, and storytelling.

We can't wait to witness your journey :)

Any advice for someone just starting off on their own?

Don’t chase trends—build something you genuinely believe in & passionate about.

Move slowly and protect your integrity. Growth that is organic is growth that lasts. And remember: "The sun shines for everyone." Build a community, not a competition.

Anything special you'd like to share?

Be Bindaas isn’t just clothing—it’s connection. I love exploring the world through solo travel; it feeds my curiosity for art, architecture, and culture. From my love of cats and nature to my childhood obsession with Bollywood, all these elements flow into Be Bindaas. We are a zero-waste brand, repurposing every scrap of fabric into pouches, scrunchies, and bags, because we believe in celebrating Mother Earth’s beauty while protecting it

Find Be Bindaas at Jackalope Pasadena in Central Park this April 25th & 26th!

Instagram: @bindaas.arts