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Diajeng Lestari, center, in white, with employees of her startup Hijup at its headquarters in Jakarta. The CEO says her company is now aiming to be more than just an e-commerce operator. (Photo by Akiyoshi Inoue)
Startups in Asia

Indonesian Muslim fashion retailer on mission to empower women

Hijup founder unfazed by Islamophobia, believing stylish outfits can add to positive image

SHOTARO TANI and ERWIDA MAULIA, Nikkei staff writers | Indonesia

JAKARTA -- It was during her time as an executive at a marketing research company that Diajeng Lestari encountered a very Islamic, and a very feminine, problem.

"There was no hijab for working women," Lestari recalled. "There was less option for hijab fashion or Muslim fashion, and it was very hard to find fashion for active working women."

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