Launch of our first modest fashion collection and the opening of our store in Eindhoven.

In a small workspace, we began designing clothing that aligned with our vision: elegant, modest, and powerful in simplicity. The collection featured timeless items that resonated with a growing group of women who identified with our style.

The store in Eindhoven served as a meeting place for our first customers. The contact was personal, the enthusiasm infectious, and the dream of further growth quickly became larger than we had anticipated.

By Aicha Welcomes New Ownership and a Refined Modest Style.

By Aicha began a new chapter with fresh ownership and the opening of our store in Rotterdam. We shifted our focus to true modest fashion, with timeless designs that reflected both style and intention.

Sustainability and community became key. We used quality materials, kept production limited, and invited our audience to help shape each collection. Modest fashion became more personal, thoughtful, and connected.

Through pop-up stores in multiple cities, our community continued to grow.

In 2024 we traveled across the Netherlands with pop-up stores in Utrecht, Rotterdam and Amsterdam. Each stop brought us closer to our community and sparked meaningful conversations. Beyond the pop-ups we connected with new audiences, shared personal stories and saw our designs worn with pride.

Recognition of our style grew, trust in the brand deepened and our collections became more visible both on the streets and online. It was a year of real connection and steady growth.

Strengthening our mission and community.

With the launch of our renewed summer collection and a fresh rebranding of our visual identity, we are deepening our focus on community and the continuous improvement of our materials. Each piece is crafted for today’s stylish, confident, and socially aware generation.

This season, we’ve enhanced our commitment to sustainability by choosing better fabrics and keeping production limited to ensure both quality and responsibility. Our updated logo, refined color palette, and thoughtful packaging reflect a more modern and intentional aesthetic. Social platforms play a key role, inviting our community to help shape colors, silhouettes, and the story behind each collection.