d Our Story – DS Modest

DS Modest Story

More than just a modest fashion brand

The demand for modest fashion is rapidly increasing, but we strive to provide ‘more’. That ‘more’ includes providing our customers with the best shopping experience and customer service. 

Founded in 2016, DS Modest collection encompasses a diverse range of apparel, accessories, and prayer essentials. A pioneer in ergonomic travel prayer essentials, DS Modest is first and foremost, an exploratory workshop of ideas. At the heart of our brand are constant design innovation and creative expression, delivering affordable and up-to-date high quality products.

1996

Our humble beginnings started from Sekar Konveksi, subsequently renamed Kampuh Lipat in 2017, a small-sized apparel manufacturer intended to function as Margaria Group’s in house production unit.

1996

2007

Mukena ‘MURI’ Karita officially launched. A notable pioneer in the industry, the product was met with substantial success albeit being marketed under the brand name ‘Karita’.

2007

2016

A plan aimed at national recognition was set in motion with the launch of a breakaway brand, DS Modest. DS Modest solely on apparel, accessories, and prayer essentials. The utilization of the new brand was marked with the launch of DS Hijab.

2016

2019

Production site expansion and a brand new representative office was set up to ensure we are consistently on par with the ever growing market opportunities.

2019

2021

Rebranding of ‘Mukena MURI Karita’ to ‘DS Mukena MURI’ and the establishment of PT. Suminar Margaria Fashindo (SMF) as the parent company responsible for overseeing the creative, production, and distribution process of products under the brand DS.

2021

2022

The newest addition to our travel product line, ‘DS Sajadah Genggam MURI’, was launched to an overwhelmingly fond and rapid acceptance in the market

 

2022

2023

Opening of offline stores in Surabaya and Jakarta.

📍 DS Modest Store Tunjungan Plaza 3, Surabaya
4th Floor, Unit 7-8

📍 DS Modest Pop Up Strore Trans Studio Mall, Cibubur
1st Floor, Unit

 

2023
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