Masumi Headwear Partners with IND!E Pop-Up to Enter John Lewis

24 April 2026

The Manchester-based luxury headwear brand takes a landmark step into high-end retail,
launching within John Lewis & Partners in Leeds and Southampton via
the IND!E Pop-Up platform.

A Decade of Empowerment Meets High-End Retail

For ten years, Masumi Headwear has been a beacon of support for those experiencing hair loss.
Founded in 2015 by Ali Nowrooz, who witnessed first-hand the lack of stylish
options while working in the wig industry, the brand was born out of a desire to empower women
dealing with hair loss — offering beautiful hats, scarves, turbans, and wigs as a result.

Having spent a decade building a trusted reputation through partnerships with the
NHS, Macmillan Cancer Support, and the Teenage Cancer Trust,
Masumi is now stepping into the spotlight of mainstream luxury fashion.

“Our mission has always been to ensure that no one has to choose between comfort and style.
Working with IND!E Pop-Up to enter John Lewis is a dream realised. It allows us to bring
our craftsmanship to a wider audience, proving that luxury headwear is a powerful fashion
statement for everyone.”

Beyond Function: The New Standard in Luxury Accessories

While Masumi’s roots will always be in providing confidence to those with hair loss, the
brand’s entry into John Lewis shows the universal appeal of its elegant and timeless designs.
These are not just “cover-ups” — they are high-fashion accessories.

The Power of the Pop-Up

The collaboration was made possible by IND!E Pop-Up, an organisation that
has hosted over 10,000 events since 2014. By bridging the gap between
independent brands and major retailers, IND!E provided Masumi the stage to sit alongside
the world’s biggest names — bringing unique, locally-sourced Manchester design to the
prestigious aisles of John Lewis.

“Masumi Headwear embodies everything IND!E stands for — purpose, quality, and individuality.
Bringing that into John Lewis is exactly the kind of retail disruption we’re here to create.
We champion brands that stand for something meaningful, and Masumi Headwear is a powerful
example of that.”

IND!E hand-picks brands showcasing handmade, luxury, or sustainable products that align with
John Lewis’s quality standards — serving as a “brand incubator” that allows John
Lewis to innovate its retail space with unique, local, and emerging names.

Looking Ahead

Following the success in Leeds and the recent opening of their first in-person shop in
Manchester, Masumi Headwear and IND!E Pop-Up plan to expand to John Lewis locations
across the UK.