Founded in 2006, this trendy Muslim fashion brand was recognized for its Sharia Compliant business practices by Universitas Trisakti in Jakarta last December. The brand’s designs, using comfortable lightweight materials, reflect the latest runway tends that have been adapted for the Muslim or modest customer. Their clothes reflect the brands inspirations, which encompass the following dynamic beliefs: fashion is about passion, without which it will stop evolving; one should never feel uncomfortable wearing clothes as a means of expressing one’s self; fashion and trends cannot be separated—the latter is the soul of the former.
For their 2011 collection, the rePLAYshion theme encourages ladies to breathe new life into old clothing by infusing a new element into it. up2date’s interpretation of ‘upcycled’ fashion wear includes tunics, abayas (floor-length loose robes), jodhpurs (riding pants with snug ankle openings) and harem pants (baggy pants tapered at the ankles) that underwent design revamps such as with asymmetrical or deconstruc ted cuts and tie-dye colour treatments. Everything up2date creates fits with Sharia requirements of how a Muslim woman’s clothing should ideally be: covering body parts fully without being transparent nor following the shape of the body’s silhouette. All this, even while their designs are chic and comfortable.
To encourage better understanding of this concept, the company’s female staff don lslamicwear when working. At the same time, the company is mindful of the prayer needs of its Muslim employees and customers, going as far as pausing events for prayers or scheduling fashion shows outside of salat (Muslim prayer) times. It also makes available Umrah (‘minor’ Hajj pilgrimage) programmes to its staff, and the office is closed during the last 10 days of Ramadhan for Lailatul Qadar so that staff can fulfil their l’tikaf. up2date designs retail from US$34.20 across 22 outlets around Indonesia, with one representative in Malaysia (Zahra; C-3A-3 Dataran Palma Ampang JI Selaman 1, 68000 Ampang, Selangor).