Our Mission

What is Rusari?/ Why Rusari? (Mission)

Cover. Modesty. Empowerment. Identity. Humility. Representation. Strength. Control. Power. Privacy. Fashion. Freedom. To you, it may seem like a myriad of different words with varying meanings, but for us, it all means one thing, RUSARI.

Derived from a Persian word, 'Rusari,' in its literal sense, refers to a piece of cloth that covers the head and is knotted under the chin or wrapped around the neck, personalized by fabric, color, pattern, and style of drape. It has been a long-standing notion that the Hijab limits a girl/woman from flying out into the world with complete freedom, but the last decade has changed this misconception drastically.

There has been a shift in how the world views Hijabis and how a Hijabi views herself. With an increasing number of Muslim Influencers globally and awareness being spread about modest fashion, it felt like it was the right time to give birth to our ideals and ideas in this brand's form. Rusari intends to help you fulfill your fashionista dreams, and at the same time, stay within the modest sphere, and most importantly, with affordable everyday prices!

Whether it is college classes, a Sunday brunch with friends, or a corporate meeting, there is something for everyone and every occasion. Modest fashion is all about comfort, but it can also be about elegance, poise, and grace, and we are here to prove to you just that! You can be whoever you choose to be - urban, casual, ethnic, or sporty! That's the power of empowerment Rusari wants to promote.