New York fashion has always told a story shaped by culture. Whether it’s for professionals, city workers, artists, or streetwear lovers, what people wear in New York is closely tied to comfort and identity. Clothes here don’t just change how you look, they can influence how you speak, think, and carry yourself like a true New Yorker. But Deera Abayas brings something even deeper to that idea.

In the highly competitive global fashion industry, Deera Abayas takes a calm but confident path. The brand focuses on modest fashion that is not only stylish but also meaningful. Inspired by Balinese heritage, Deera highlights sustainability as part of its identity. Now, the brand is getting ready to enter the New York market, a city known for its fast pace, open-minded culture, and strong influence on global fashion trends.

Since the beginning, Deera Abayas has focused on women who love modest fashion. These are women who want to dress in a way that feels comfortable, modern, and confident. Many of them are young adults and millennials living busy, active lives. They care not only about how their clothes look, but also about the values behind what they wear, including sustainability and thoughtful design.

Last week, I had the chance to chat online with Myrna Soeryo, the founder of this brand, a Balinese locally owned business woman. Here is our conversation:

Q: Hi Myrna, thanks for your time to chat with me.

A: My Pleasure. Happy to share my story. 

Q: What inspired your fashion design in the beginning? What message are you trying to share through your collection?

A:  Well. The fashion design were inspired by classic, chic and simple modest wear, but still look fashionable and feel comfort. I and my cousin, Ira; have the idea to build a modest wear brand that its collection is easy to be mix and match, and at the same time, also implement sustainable principles. We choose fabrics that have no or less polyester, for example.

Q: Your brand comes from Bali, which is known for its beautiful nature and rich culture. How do you bring traditional Balinese motifs and patterns into modern designs that feel relevant for women today?

A: We bring Balinese life philosophy into our design, Tri Hita Karana, that emphasizes achieving harmony and balance in life through three key relationships; spirituality, community and environment. This is why, it is so important for us to use environmental and friendly fabrics. For fall/winter collection 2026, there will be a touch of Indonesian traditional pattern on its collections.

Q: Do you work with local artisans in Bali for production? Can you walk us through the process a bit?

A: Yes, we work with local supplier and SMB (local entrepreneurs) in Bali.  First, we create the design based on our brand DNA, and we source the fabrics locally, include in Bali. Our packaging also comes from one of the SMB in Bali.

Q: In the U.S., Bali is mostly seen as a travel destination, not a fashion destination. How are you turning your Balinese collection into something that fits into an American fashion lifestyle?

A: Well. As the fashion industry, turn into more and more sustainable fashion, I believe it’s the time that Bali takes the stage in the fashion industry. The Balinese philosophy that also focuses on environment, it’s something that fit into today’s world. The environmental-friendly fabrics such as linen and organic cotton, are mostly used by fashion brands in Bali. The fabric feels good, look good and do good, something that fit into American Fashion lifestyle nowadays.

Q: Since the U.S. has four seasons, are your designs meant to be worn year-round, or are they better suited for certain seasons?

A: We always believe in slow-fashion, thus we will only launch the collections twice a year. Spring/Summer and Fall/Winter. This is very important for sustainable practices, as fashion contributes as the second biggest waste in the world.

Q: Who are you targeting in the U.S. market? Any specific cities?

A: At first, we will target Eastern part of U.S market, include Washington D.C., New York City and West Virginia. Later, we will target Texas, Michigan and western part of U.S, as they have modest fashion enthusiast there, also.

Q: What creative advice would you give to local entrepreneurs who want to break into the global market, especially the U.S.?

A: Networking is important. Try to join the U.S entrepreneurs network or program. I joined SelectUSA 2025 by U.S. Department of Commerce, in Maryland. That was my milestone to enter the U.S. market.

Q: If someone wants to buy your products, where can they reach you? They can buy on our own e-commerce on Instagram and our own website (which we will launch this month) and at Bali In Your Hands e-commerce.

A:  As Deera enters the U.S. market, especially New York, it aims to connect with a similar audience. Modest fashion in the city has grown into a powerful form of self-expression across different cultures. With the launch of its Spring/Summer 2026 mini capsule collection, featuring light and ready-to-wear pieces, Deera hopes to meet this demand. By using fewer synthetic materials like polyester and focusing on eco-friendly practices, the brand aligns with the rising awareness of sustainability among New York consumers, giving it a strong advantage in this market.

Q: If there are readers or potential buyers interested in contacting your brand, where can they find you online?

A: Have a look at our Instagram @deeraabayas we just refresh our IG and still refreshing our  website. Thank you, great talking to you.

Written by Naratama

Additional source: www.BaliInYourHand.com