DS Modest Story
More than just a modest fashion brand
The demand for modest fashion is rapidly increasing, but DS Modest strives to provide more —
including the best shopping experience and customer service.
Founded in 2016, DS Modest offers a diverse range of apparel, accessories, and prayer essentials.
The brand is known as a pioneer in ergonomic travel prayer essentials and functions as an exploratory
workshop of ideas focused on design innovation and creative expression while delivering affordable,
up-to-date, high-quality products.
Journey
1996
The journey began with Sekar Konveksi, later renamed Kampuh Lipat in 2017,
a small apparel manufacturer created to serve as Margaria Group’s in-house production unit.
2007
Mukena “MURI” Karita was officially launched and became a notable pioneer product in the industry,
gaining strong market success under the Karita brand.
2016
DS Modest was introduced as a dedicated brand focusing on apparel, accessories,
and prayer essentials, marked by the launch of DS Hijab to reach national recognition.
2019
Production facilities were expanded and a new representative office was established
to keep pace with growing market opportunities.
2021
Mukena MURI Karita was rebranded into DS Mukena MURI alongside the establishment of
PT. Suminar Margaria Fashindo (SMF) as the parent company overseeing creative,
production, and distribution processes.
2022
DS Sajadah Genggam MURI was launched as a new travel product and received rapid
and enthusiastic market acceptance.
2023
Offline stores opened in Surabaya (Tunjungan Plaza 3) and Jakarta (Trans Studio Mall Cibubur),
marking expansion into physical retail presence.
