Malaysia, where about 60% of the population is Muslim, isn’t the only country experiencing a surge in demand for what’s become known as modest fashion —fashion for Muslim women. The market globally was estimated to be worth $230bn in 2014 and is predicted to reach $327bn by 2020. Demand for headscarves, or hijab, is rising as more Muslim women decide to cover their heads.

In other Muslim-majority countries, many women also wear the hijab, or headscarf, reflecting the call in the Koran for both men and women to “cover and be modest”. While the shawl makes a religious statement, it’s also become a fashion accessory — and growing demand for on-trend hijab fashion has created a booming industry.

Sales at Naelofar, where no scarf costs more than 100 ringgit ($24), reached 50 million ringgit ($11.8 million) this year, more than twice the family’s target. The company sells its products at its flagship store and through a network of 700 distributors nationwide. They sell online and ship to anywhere in the world. With distributors in Singapore, Brunei, London, Australia, Netherlands and US, the goal is for Naeolfar to be a global brand.