Our Story

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Re-discover the Confident you!

At Avakino we feel passionate that losing your hair needn’t mean losing your sense of style. Our versatile Masumi headwear collection has been created for those living with hair loss and consists of a range of timeless, elegant, and classically feminine designs that will make you look and feel fabulous!

So whether you need an easy-to-wear everyday piece for work, an elegant scarf for a night at the opera, or a knock-out hat for a wedding, we are sure to have a solution to help you re-discover the former stylish, confident you! Click the link to have a look at our manufacturing process.

Designed for women who are looking for comfortable headwear that is chic, stylish and feminine

VIEW COLLECTIONS

Designed in Manchester, UK

We are proud to design our collection in our beautiful home town of Manchester UK.

The collection has been created from a range of carefully selected natural fibers to provide a headwear collection that is light, cool, and effortlessly elegant. From Silky-soft cotton in gentle spring shades to delicate bamboo fibers in bright summer hues, every piece in our range has been designed with comfort in mind and is suitable for everyday use, as well as for wearing on those special occasions.

We hope you enjoy our beautiful collection! Love from Masumi Manchester

Before founding the company, Ali Nowroozi worked in the wig industry for 11 years. The Masumi brand was born in 2015, rooted in the deep passion for design and fashion held by founder, Ali Nowroozi. Nowroozi started a process of positioning the brand on a foundation of compassion and purity, driven by the undeniable understanding that fashion could be a tool to empower.

This core belief that true beauty is within each person and that purity is the essential core of that beauty (reflected in our name, ‘Masumi’) guided the brand’s evolution. We transitioned from initial elegant designs to versatile lines of iconic, ultra-soft creations, continuously evolving while remaining true to our DNA: comfort is confidence, and true elegance is internal.

Masumi Headwear started as a one man’s vision. Since then, it has expanded to become a close-knit team reaching a global community. Masumi Headwear has distributors in the USA, Spain, Italy, Denmark, and Chile. Additionally, it supplies to customers in Germany, Greece, and Mexico.

Ali collaborates with the University of Salford. In 2017 he received an Alumni Achievement Award. That same year, he also became an Honorary Industry Fellow.

The business has won various awards. They include:

– Top 100 Most Innovative Company of the Year in 2018 by BQ and Business Growth Hub

– Finalist Venturefest Manchester Innovation Showcase 2017

-Shortlisted for Best Established Business 2017

An everlasting enthusiasm drives Masumi Headwear, thanks to its incredibly devoted team. This intrinsic passion has led to an ‘Excellent’ Trustpilot rating. Also, it paved the way for exciting partnerships such as becoming the No.1 NHS headwear supplier. Masumi Headwear has also worked in collaboration with the Teenage Cancer Trust. Together, it launched a collection exclusive to children and teenagers.

Masumi Headwear has gone from strength to strength. It offers chemo scarves, turbans, hats, beanies, plus headwear for exercise and rest. A core belief is that headwear should be accessible to everyone. Hence, the business proudly produces styles, for women, men, teenagers, and children. In 2019, the product range expanded to include luxury Ellen Wille wigs. Later that year, Ali shared his inspiring story on BBC Radio Manchester.

The Global Commitment to Quality and Consistency

Today, our personalized vision touches lives globally. While maintaining our heritage at our head office in Manchester, we ensure global consistency through strategic centers in the US, Germany, and Dubai. This structure guarantees that our highest quality products and personalized service are accessible to clients of all backgrounds worldwide.

The business has won various awards. They include:

Feefo Platinum Trust Service Award 2025
Feefo Platinum Trust Service Award 2024
Feefo Platinum Trust Service Award 2023
Feefo Gold Trust Service Award 2022
Feefo Gold Trust Service Award 2021
Top 100 Most Innovative Company of the Year in 2018 by BQ and Business Growth Hub
Finalist Venturefest Manchester Innovation Showcase 2017
Shortlisted for Best Established Business 2017

We have been featured multiple times on BBC Radio

Interview of Ali Nowroozi with Becky Want on BBC Radio [2019]
Interview of Ali Nowroozi with Laks Mann on BBC Radio (Starts at 33:30) [2022]

Our commitment extends beyond style into social responsibility. Masumi proudly partners globally with respected organisations, including the Macmillan Cancer Support, the Teenage Cancer Trust, and the American Cancer Society. This compassion, led by design, has earned us recognition, including the coveted Platinum Award and consistent “Excellent” ratings on Feefo and Trustpilot by the community we serve.

As we look toward the future, we remain dedicated to this continuous search for an open dialogue with our consumers, ensuring that Masumi Headwear remains a symbol of luxurious quality, unparalleled wearability, and a decade of compassion maintaining its core purity.