In this interview, we sit down with Maryam Khan, the founder of DASKA, a modest fashion brand that started in 2021. Maryam shares their journey from working in property to recognizing a need for stylish modest clothing. We explore the challenges faced during the pandemic launch, the brand’s commitment to quality, and the unexpected demand for DASKA in the modest fashion market. Get ready for a candid conversation about entrepreneurship and the passion behind building a brand.
What did make you interested in modest fashion, and why did you decide to start DASKA in 2021?
Let me share a bit about my background. I graduated from university in 2019 and started working in property. During the COVID period, I became more aware of a gap in the market for modest clothing, considering my own background as a Muslim. Many of my friends also wore modest clothes, and we struggled to find suitable options without layering. Given that my father is a clothing manufacturer with over 25 years of experience, I had the resources to start something. The idea of having my own brand was always there, but I initially thought it might not be realistic. However, during the lockdown, I felt like I had nothing to lose, so I decided to start DASKA. Age-wise, being 24 at the time, I thought it was the perfect moment for me to kickstart this venture.
Were you not concerned about the fast pace of starting a business, especially considering the challenges posed by the pandemic?
Yes, I understand the timing was a bit intimidating due to the uncertainty caused by COVID. However, I had confidence in my brand. I believed that even during the pandemic, I was addressing a real problem for many women. I didn’t dwell on the uncertainties and trusted that my brand would work. Online retailers were doing well during COVID, so I wasn’t overly worried. My confidence in the brand and the solution it offered kept me going, and it’s proven to be successful.
Was there a specific moment that led you to think about creating a high-quality, stylish modest clothing brand?
When I decided to start the brand, I was clear that it had to be distinct from fast fashion. Quality, affordability, and addressing the needs of all women were essential for me. Modest clothing often involves a full outfit, and the costs can be high. However, I wanted to ensure that women could afford our offerings. Standing out required ticking all these boxes.
Why did you choose the name “DASKA”?
A lot of people ask me about this. Being of Pakistani origin, I wanted the name to reflect my heritage. I literally Googled towns and cities in Pakistan and found “DASKA,” which felt perfect for my brand.
It’s like connecting to your roots.
Exactly. I wanted something to tie back to my heritage, even if it’s just a name.
Can you share a bit about your journey in the fashion industry before founding DASKA?
Before Daska, I grew up in a household where my father was in the clothing manufacturing industry for many years. While I didn’t have direct experience in starting a brand, I was familiar with the industry from a young age. Moving from a clothing manufacturer to creating a brand was a shift, but the familiarity with the industry made it less daunting.
Were you the designer since the beginning, or did you have a team initially?
I started with a team of designers, but now, I take on the design aspect myself. I’ve gained the confidence to handle it independently.
Creating a brand like DASKA trully came with challenges. Can you share some of the difficulties you faced?
Certainly, there were various hurdles that people may not realize. Dealing with fabric minimums, especially at the beginning, was a challenge. Additionally, trying to adopt sustainable practices posed difficulties, as the minimums for sustainable fabrics were often impractical. Convincing larger retailers about the concept of modest clothing was also challenging initially. Every day comes with its share of stress when it’s your own brand, and being consistent is vital. Overcoming these hurdles and seeing the brand grow and be recognized by people makes it all worthwhile.
Did you ever feel like giving up, and if so, what kept you going?
There were moments of difficulty, but what keeps me motivated is the feedback from my customer base and the DASKA family that we’re building. Hearing from people who love our dresses and eagerly wait for them keeps me going. It’s no longer just for me; it’s for the wider community we’re creating.
Has there been a specific customer comment or review that profoundly impacted you?
I received an email from a mother who was waiting for one of our dresses to come back in stock. She shared that she had three children and that her birthday was approaching. She wanted to wear our dress for her birthday because she felt confident and beautiful in our dresses. So that that makes me do what I do and makes me carry on doing.
Given the frequently changing landscape of the fashion industry, how do you approach innovation and transformation for DASKA?
Every season, we aim to move towards more ethical and sustainable practices. We avoid sticking too closely to trends and focus on creating timeless pieces that can be worn throughout the year. The uniqueness of Duska lies in being creative with modest fashion every season, adapting non-modest styles into modest ones.
How do you stay connected with the evolving needs and preferences of women who embrace modest dressing?
Being a modest dresser myself, I start with my own preferences. My friends, who also dress modestly, contribute to understanding different perspectives within modest fashion. We ensure that our collections cater to various styles within the modest umbrella, acknowledging that there isn’t a one-size-fits-all approach to modest dressing.
What’s the most unexpected or surprising thing you’ve learned through building the brand?
The most surprising aspect has been the demand for DASKA. I initially thought people might find similar options elsewhere, but the uniqueness of DASKA in the modest fashion space has stood out. People don’t immediately recognize it as a modest brand, and that was unexpected yet a bonus for us.
By Even Grazielly Escocio