KAMI
KAMI is an Indonesian modest fashion brand operated by PT Kami Idea Indonesia and co-founded by Istafiana Candirini. It makes refined urban modest wear including scarves, tunics, dresses and prayer sets, sold through its boutiques and website.
| Origin | Indonesia |
|---|---|
| Company | PT Kami Idea Indonesia |
| Founder | Istafiana Candirini |
| Focus | Modest wear |
| Website | kamiidea.com |
What is KAMI?
KAMI, also known as Kami Idea, is an Indonesian modest wear label that describes itself as "refined urban modest wear". The business is run by PT Kami Idea Indonesia, and Istafiana Candirini is among its founders.
History
The brand first sold through exhibitions before moving into permanent retail. After several years it secured space in premium malls, opening a boutique at Senayan City in Jakarta in April 2022. KAMI has presented collections at Jakarta Fashion Week and released seasonal capsules for occasions such as Eid al Adha.
Products and positioning
KAMI targets middle to upper income customers, especially mothers, with a modest wardrobe that includes:
- Plain and signature print scarves
- Tops, tunics and dresses
- Trousers, skirts and outerwear
- Koko shirts, prayer sets and accessories
- Children's dresses and koko
Distribution
The brand sells through its own boutiques in Indonesian malls and through its website, which lists its stores.
Why it matters
KAMI is part of Indonesia's modest fashion industry, which the country promotes as a global centre of Muslim fashion. Its move from exhibition sales to premium mall boutiques illustrates how local modest wear labels have professionalised their retail.
Frequently asked questions
What is KAMI Idea?
KAMI, or Kami Idea, is an Indonesian modest fashion brand selling scarves, tunics, dresses and prayer sets.
Where can you buy KAMI?
KAMI sells through its own boutiques in Indonesian malls, including Senayan City in Jakarta, and through its website.