My name is Sneha Shrestha, and I am currently a third-year Nepalese university student studying Economics and Arabic. ASYA was created during a period of reflection both on my personal journey toward modesty and on the gaps I noticed within the Islamic wear fashion industry.
As someone navigating faith, identity, and university life, I struggled to find modest pieces that were good quality, affordable, and culturally meaningful. Many designs felt disconnected from the diverse ethnic roots of Muslim women around the world. I realised that modest fashion should not only cover the body, but also honour heritage, identity, and intention.
ASYA was born from that realisation.
Beyond modesty, I wanted this brand to carry purpose. Giving back has always been close to my heart, yet as a university student, even fulfilling zakat can feel challenging when personal finances are limited. In a world increasingly driven by greed, we often overlook our blessings and underestimate the power of even small acts of charity.
The Prophet Muhammad ﷺ said:
“Charity does not decrease wealth.” (Sahih Muslim)
This hadith continues to ground ASYA’s mission. While donating a portion of profits from each abaya may set us back financially, I hold firm belief in Allah’s promise that whatever is given sincerely for His sake is returned manifold. True provision comes from Allah alone.
At its core, ASYA is about people and stories. My aim is to connect with individuals from all around the world, to listen, to learn, and to create ethnic pieces that make sisters feel recognised, empowered, elegant, and confident in their modesty. Each collection is designed to reflect cultural roots, with a portion of proceeds donated to a carefully researched charity connected to that country.
Our first capsule collection is dedicated to Palestine and Sudan, inspired by two beautiful sisters whose strength, resilience, and sincerity shaped not only this collection, but the values ASYA stands for.
ASYA is still growing, and so am I. This brand reflects my journey one of faith, intention, and learning, I hope it can also inspire other sisters and future entrepreneurs to lead with purpose, trust in Allah, and create with sincerity.
Sneha Shrestha
Founder of ASYA .