Indonesia moves to fill global gap in modest activewear
Country’s brands filling global gap in performance-driven modest sportswear as demand surges among Muslim, non-Muslim consumers alike
JAKARTA, Indonesia (MNTV) — Indonesia is positioning itself at the forefront of the booming global modest fashion industry, as its brands move to fill a long-standing gap in sportswear, a market projected to reach $433 billion by 2028, according to details gleaned from an article published by SGI Europe.
Despite rapid growth in modest fashion, activewear tailored to modest needs has lagged behind, leaving many women struggling to find clothing that meets both performance standards and coverage requirements.
In Indonesia, brands such as Noore are stepping into that space, building products grounded in lived experience rather than trend cycles.
Noore founder Adidharma Sudradjat said global sportswear giants have often misunderstood the market, producing modest collections without fully grasping how Muslim women move, train and compete.
“Designing modest activewear isn’t just about the garment. It’s about the whole lifestyle — how a woman moves through different sports, how fabrics handle heat and sweat, and how coverage stays in place,” he said.
Industry experts say this disconnect has created an opening in Indonesia where cultural understanding and consumer demand intersect.
Indonesian-born modest fashion consultant Franka Soeria said the appeal of modest activewear now extends beyond religious identity, reflecting broader shifts in how women approach comfort, functionality and personal choice.
“Plenty of women, religious or not, just want gear that blocks the sun and doesn’t restrict movement,” Soeria said. “A lot of non-religious women are turning to modest wear because they feel more comfortable, more confident, and more focused when they’re fully covered during a workout.”
She emphasized that modest fashion should not be narrowly defined. “Modesty looks different for everyone. For some it’s about covering hair, for others it’s arms and legs, and for many it’s simply about feeling safe and comfortable,” she said. “Brands need to present it as versatile, high-performance wear for today’s active woman, not limit it to one identity.”
Indonesia’s status as the world’s largest Muslim-majority country gives it a strategic advantage in shaping the sector, with a growing ecosystem of designers and community-driven brands gaining traction both domestically and internationally.
Sudradjat said consumer attitudes are shifting, with stronger support for local innovation helping Indonesian brands expand their reach.
That momentum is also being driven by community engagement. Noore has built networks around sports such as yoga, martial arts and climbing, while supplying apparel to national federations — strengthening its credibility in both elite and everyday markets.
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