DAS was established in 2008 by Emirati sisters Reem and Hind Beljafla, who set out with a vision to reinvent and update the traditional abaya, making it a desirable fashion garment which reflects the latest global style trends, whilst always remaining respectful and conservative. DAS is an acronym for Daffa, Abba and Suwaieya - the three main types of abayas worn in the Gulf region – and although the garments designed by DAS are very modern and on-trend, heritage and culture is evidently the backbone of the brand. Currently stocked in major department stores Harrods, Harvey Nichols and SAKS Fifth Avenue, DAS shows at London Fashion Week and has international celebrity wearers including Olivia Palermo and Amber Le Bon.