In the aftermath of the 9/11 attacks, racialization against Muslim women in the U.S. significantly increased and prompted second generation Muslim women to embrace the hijab (Haddad, 20007). During this time, "the fashion industry was deeply averse to being publicly associated with Muslims, whether as designers, models, consumers or influencers" (Lewis, 2018); however, "the market for Muslims' modest apparel is now a lucrative global industry" (Hwang & Kim, 2020, p. 1). Wearing the hijab and modest clothing has traditionally been associated with repression and submission by those in the western world (Watt, 2012); however, due to the Muslim youth population, modest dress is becoming a personal choice and being adopted by non-secular consumers as well (Usher, 2018). A growing demand by young Muslim American women embracing their cultural identities, an expected growth in the Muslim American population in the U.S. (Mohamed, 2018), and and expected increase in Muslim consumer spending over the next three years has renewed interest of the modest wear market. Retailers such as Dolce & Gabana, DKNY, Mango, and Nike have developed modest wear lines or special collections (Alleyne, 2016, Solomon, 2019, Usher, 2018. While niche Islamic modest wear focused brands, such as Artizara, Haute Hijab, and Urban Modesty are emerging in the fashion industry, there is little research about these brands, how they position themselves, and the discourse surrounding the brands and their brand images. Therefore, the purpose of this exploratory study is to critically analyze U.S. Islamic modest wear niche brands.We critically analyzed how eleven niche Islamic modest fashion brands in the U.S. position themselves across multiple online spaces (brands' websites and social media: Instagram and Facebook). We limited our sample to U.S. brands that exclusively sell modest wear fashion, including Islamic head coverings. Additionally, we limited our sample to those with a website and social-