Hanifa Announces Halt in Production

Hanifa announced an indefinite halt in production earlier this month in an email sent to customers.

Founded in 2011, Hanifa gained notoriety for its inclusive sizing, bold color schemes and unique silhouettes.

Hanifa founder and designer Anifa Mvuemba delved deeper into the reason behind the pause in a statement to The Cut:

“I’m still figuring out what this season means and where I go from here. I don’t know exactly what the future of Hanifa looks like at this very moment.”

The luxury brand announced the halt in production on their Instagram on March 2.

The post’s caption read: “Pressing Pause. We’ll be back when we’re ready. ❤️”

Mvuemba explained the reason behind their production pause in the video.

Mvuemba cited “growing pains” and finding weak points in their production cycle led her to re-evaluate Hanifa’s entire production system.

Back in November 2025, the brand hosted their version of a Black Friday sale dubbed Hanifa Friday, with discounts up to 45% off. The items could be pre-ordered at discounted prices.

With orders’ projected deliveries around December and January, many customers didn’t receive their orders for months after expected delivery.

Hanifa first addressed the backlash in a TikTok on January 12.

@officialhanifa

A personal update regarding Hanifa Friday/Black Friday orders. 🤎 I wanted to sit down and speak to you directly. We take full accountability for the frustration caused by recent delays. For any order related questions, please email us at info@hanifa.co hanifa

♬ original sound – Hanifa

Many comments on the TikTok video showcased how the sale soured Hanifa’s overly positive reputation.

Mvuemba explained that manufacturing and shipping issues threw a wrench in staying on delivery schedule. Many were quick to call out the founder’s response to customer frustrations.

@itsallgigi

Saw a pretty odd video regarding this Hanifa situation yesterday that felt like it was blaming customers. If we must support and protect Black businesses, then in the same vein, we must protect Black consumers and their hard-earned money! Being Black owned does not exempt one from being criticized. Lots of makeup artists, hairstylists, and stylists in Hollywood said they didn’t want to criticize a certain female rapper because of this idea that you shouldn’t say anything critical towards a Black artist. This mentality does not protect us. #fyp

♬ original sound – itsallgigi

ESSENCE revealed that this isn’t the first time Hanifa took a hiatus. In a 2021 exclusive with ESSENCE, she briefly quit in 2015 due to limited resources and high demand.

“I’ve had my fair share of bad customer service. I actually quit in 2015. A lot of people didn’t know, but I was sewing every single order up until March 2018. I was my own manufacturer, because I didn’t have the resources. I didn’t even know where to find a manufacturer.”

The Hanifa Instagram account commented again under their original post.

“Our website is still live. Order fulfillment will continue as normal. Customer Support remains available. We won’t be restocking anything at this time. We’ll be back when we’re ready.”

Though comments are filled with supportive customers waiting for Hanifa to restart, many stated they are never ordering from the brand again.

Others have voiced that this pause may serve as a benefit to the company. With a chance to revise operations, Hanifa can grow and come back as a stronger business.

@feeeeesah

Some initial thoughts before bed. Wishing her the best and hope (if she feels like it) she comes back better and recharged #hanifa #amicole #blackbusiness

♬ original sound – Fee

Only time will tell if this hiatus proves Hanifa to be a stronger model for the ready-to-wear fashion industry.