New modest-wear label Daska launches on October 1

By

Sandra Halliday

Published
Sep 23, 2021

A new modest-wear label launches in Britain on October 1 with a new e-commerce site called Daska that’s aiming to carve out a niche in the growing segment.

Founded by Maryam Khan, Daska is a reaction to what she saw as a “gap in the womenswear market for high-quality and stylish modest clothing in both the UK fashion industry and worldwide”.

The failure of modest-wear webstore The Modist last year may have been one of the highest-profile developments in the category recently, but pandemic-linked issues aside, modest-wear continues to have a bright future in the UK market.

Khan, who’s British-Pakistani, was raised in London and initially worked in the property sector. But her family has worked in the fashion sector for several decades.

She felt that modest clothing has for too long been an afterthought in the fashion market, “which has led to women adding more layers to their clothing to make them modest as they are unable to find suitable designs online that do not compromise in style”.

The brand’s mission is to “empower women and reassure them that they can feel beautiful without having to show skin, whether it is a religious decision or not, and aim to remove the stigmas attached to modest clothing in the mainstream market”.

As a result, it “moves away from traditional modest designs” and the “bold pop of colours in the AW21 collection were included to mark a bright and optimistic time the world is moving into”.

Importantly, it also reflects the growing sustainability focus seen in the wider fashion market at present with the company using “environmentally responsible fabrics”.

All Daska’s products are designed in Wood Green, London, while production takes place in an “ethical factory in Romania, which is regulated, ensuring all the workers are protected”.

Prices are affordable with a maxi dress, for instance, wholesaling at £26 and retailing at £80, while tops start at £16 wholesale and £50 retail, and a midi dress and trouser combo comes at £45 wholesale and £130 retail.