MO DE FA was established in 2011 by married couple Ilyas and Tara Cetinkaya. The concept originated after Tara converted to Islam and sought modest clothing and hijabs in the United States, finding that available options often lacked the desired combination of modesty, style, quality, and variety. Ilyas, a Turkish-American, utilised his connections to Turkey and understanding of Turkish manufacturing to introduce these products to American Muslim consumers. Tara eventually left her career in social work to focus on developing the business, which initially operated as a home-based enterprise with Turkish hijabs as its principal product category.1

The name “MO DE FA” is a portmanteau of “modesty” and “fashion,” reflecting the founders’ original goal of combining Islamic modesty with contemporary style.1

Expansion

As the business grew, MO DE FA expanded its catalogue beyond hijabs to include prayer rugs, modest women’s clothing, men’s thobes, children’s products, Islamic accessories, jewellery, home décor, and gifts.1

In December 2016, the company moved from its home-based operation into its first dedicated office and warehouse. Continued growth necessitated a relocation to a larger facility in Richardson, Texas, in June 2019, with further expansions adding additional warehouse and office space over subsequent years.1

On 4 January 2026, MO DE FA held the grand opening of a new 5,000-square-foot showroom at 1110 E. Collins Blvd., Suite 106, Richardson, Texas. This facility is located alongside the company’s warehouse and operations centre.1

MO DE FA operates as a broad Muslim lifestyle retailer rather than exclusively as a fashion label. Its current product categories include:1

• Hijabs and headwear: Jersey hijabs, instant hijabs, one-piece hijabs, girls’ hijabs, underscarves, and hijab accessories.
• Women’s modest fashion: Abayas, modest dresses, tops, and other clothing.
• Men’s clothing: Thobes, kufi hats, and other Islamic menswear.
• Prayer and religious products: Turkish prayer rugs, Qurans and Quran-related gifts, tasbih (prayer beads), and Hajj and Umrah products.
• Islamic home and lifestyle: Islamic wall décor, table décor, kitchen and dining products, Ramadan and Eid decorations, and Islamic gifts.

The company’s website presents hundreds of products across these categories, positioning MO DE FA as a general Muslim lifestyle retailer.1

A defining characteristic of MO DE FA’s identity is its emphasis on Turkish products and design. The founders’ connection to Turkey is central to the company’s origin and sourcing strategy, with the brand citing Turkey’s historical position between East and West as particularly suited to combining Islamic traditions with modern design.1

The company emphasises Turkish manufacturing in categories such as prayer rugs, hijabs, modest clothing, and Islamic décor. Its stated objective is to make these products accessible to customers in the United States while maintaining affordability. This Turkish connection serves as a key point of differentiation, marketing a blend of American Muslim consumer culture and Turkish Islamic craftsmanship rather than presenting solely as an American fashion retailer.1

The identity of MO DE FA is broadly understood through three core concepts:

Modesty

The original business concept was built around providing Muslim consumers with clothing that satisfies modest-dress preferences without sacrificing contemporary aesthetics. The word “modesty” is explicitly incorporated into the origin of the brand name.1

Fashion

Fashion constitutes the second half of the MO DE FA name. The company seeks to present modest clothing as fashionable, contemporary, and accessible, rather than treating modest apparel purely as functional religious clothing.1

Muslim Lifestyle

Over time, MO DE FA moved beyond apparel to encompass prayer, home decoration, Ramadan and Eid celebrations, gifts, religious accessories, and products for men, women, and children. This evolution has allowed the company to position itself as a Muslim lifestyle brand rather than simply a modest-fashion retailer.1

MO DE FA primarily serves Muslim consumers, particularly those seeking Islamic products and modest clothing in the United States. Its online store also serves international customers, with the company shipping products from the United States to destinations worldwide.1

Its customer base encompasses multiple demographic groups, including:

• Muslim women seeking hijabs and modest clothing
• Muslim men seeking thobes and kufis
• Parents shopping for children’s Islamic clothing
• Muslims furnishing prayer spaces
• Customers purchasing Ramadan and Eid products
• People seeking Islamic gifts
• Customers interested in Turkish Islamic products

The brand occupies a space between modest fashion, Islamic retail, home décor, religious goods, and gift retail.1

MO DE FA began primarily as an online business and retains e-commerce as a vital part of its operation. Its website allows customers to purchase products across various categories, complemented by a physical showroom in Richardson, Texas.1

The 2026 showroom expansion represents a significant stage in the company’s development. The new 5,000-square-foot space was designed to display the brand’s broader assortment of products in a physical setting.1

The business operates under the legal name Modefa USA LLC. The MO DE FA trademark and its “Where Modesty Meets Fashion” tagline are identified by the company as registered trademarks.1

The company remains founder-led, with Ilyas and Tara Cetinkaya identified as its founders and co-owners.1

MO DE FA describes charitable giving and community support as integral to its business philosophy. The company states it has supported organisations and initiatives including the Palestine Children’s Relief Fund, DFW Refugee Outreach Services, Texas Muslim Women’s Foundation, ICNA Relief, Islamic Relief USA, and various Muslim educational and community organisations. This charitable positioning aligns with the company’s presentation as a business serving the Muslim community.1

The development of MO DE FA can be summarised as a progression through three stages: from Turkish hijabs to modest fashion, and finally to a Muslim lifestyle brand. The company began by addressing the difficulty of finding attractive, good-quality modest clothing and hijabs in the American market. It subsequently expanded its range to include prayer rugs and other Turkish Islamic products before developing into a broader retailer serving different aspects of Muslim daily life and religious celebrations.1

Today, its positioning is essentially that of a Muslim lifestyle brand combining modest fashion, Islamic products, Turkish design and manufacturing, and accessible pricing.1

The company documents the 2011 founding, 2016 and 2019 relocations, 2021 anniversary, and 2026 showroom opening.1

1. About Modefa Scarves Hijabs & Turkish Imports