About Us

DAS is an acronym for Daffa, Abba and Suwaieya referring to the different styles of traditional Abayas that were worn across the Gulf region. As a sign of conservatism and modesty, the most popular form of the Abaya is usually black, as traditionally women did not attract much attention tothemselves. The Daffa was made out of wool and was often worn in winter, while the Suwaieya was more decorative, with golden borders. Today the Abaya has transformed in many ways, especially when it comes to the introduction of colour. It is however still imperative that it remains a conservative garment worn by women as part of the traditional attire but nowadays more suited to highlight individuality, elegance andcomfort.

Our Story

Launched in 2008 by two Emirati sisters, fashion label DAS consists of a unique range of abayas based on Middle Eastern traditional design, infused with cutting edge style. DAS was born when Reem Beljafla, the older of the sisters, set out to make her own range of Abayas. Her passion for design combined with her respect for her nation’s culture, armed her with a vision for traditional clothing that was modern and relevant. Deciding to embark on her dream, Reem attended several design courses at St Martin's College in London, and then learned how to work with colours from world famous florist Jane Packer. She then began to design and produce Abayas for herself and her sisters to wear. ‘At weddings and other events, women would ask me where I bought my Abaya,’ says Reem. ‘Which got me thinking that there could be a market in the Middle East for my vision.’