In Indonesia, Muslim clothing goes stylish and digital with fashion's first e-commerce site

Although Indonesia is home to the largest Muslim population in the world, there are surprisingly few brands combining traditional garments with contemporary designs. Fewer still are being sold on the Internet. Entrepreneur Diajeng Lestari is one filling both voids with a colorful collection of hijabs, the customary covering worn by Muslim women, to terrific success. Her company, HijUp sells apparel specifically created for Muslim women and also includes clothing, accessories, and more. A pioneer of the online e-mall concept and one of the fastest-growing retail outlets in the country, the brand is a harbinger for both fashion and e-commerce in Indonesia.