Rachel of Brooklyn NY used to spend hours in shopping malls and boutiques sifting though racks of the latest "low cut," "too short" and "see-through" styles. She wanted to spend the money in her wallet to buy her wardrobe, but week after week, she came home empty-handed and frustrated.

She wanted to be modest, but she also wanted to be cute and fashionable.

"I think it is OK to be modest and beautiful at the same time ... but I couldn't find anything to even cover me,"

All she needed, she decided, was the right undershirt that would cover everything she didn't want to show off. Then she could wear the current clothing trends on top of her basic tee and not worry about being uncomfortable.

But since no clothing stores were selling such an item, she recommended her friend who’s talented in style and fashion to start manufacture garment that is "Modest with Chic"

She started sketching designs and testing fabrics plus research vendors like Petit Bateau from France who have 100 years experience manufacturing soft long, cap-sleeve tees and even longer high-cut tank tops that were selling in our boutique in May 1996.

We started the project so I would have something to wear, but I soon realized that if I needed it, my friend and family of needed it, too,"

The Jewish Law asks women not to wear short skirts or body fitting tees and to "refrain from wearing low-cut neck openings, and other revealing attire,"

"Tznius" is what Jewish women and girls wear.

Within a few months, their basement was filled with their new niche product, and they were ready to sell long sleeve tees and blouses online. They started with four girl's and four women's styles of skirts with after the knee lengths.

Over the next few years, business grew, and the company expanded out of the basement and into two brick and mortar stores, one of which is located in Boro Park on Thirteen Ave.

"We learned fast to just listen to the customers," he said. "They know what they want, and they have all the good ideas."

And what many Boro Park and Williamsburg customers want is more than just After the Knee Dresses, Jumpers, and Skirts. Little Loungers now carries long camisole tank tops, skirts. Carol said Little Loungers is also developing new products to give local women and girls what they need in order to feel comfortable in everyday clothes.

"Our theme and our goal are to keep Jewish girls and women happy and comfortable," Rivki said.  We make today’s fashion & style to a higher level of modesty. "We want to be modest, to have strong homes and raise good children.

Orthodox Jewish women buy ankle-length skirts, long-sleeved shirts and shietlich (wigs) to cover their heads.

The modest fashion industry continues to expend among Jewish Women & Girls in Israel, London, Australia, and U.S.A. Recently, more companies are popping up that focus on modest casual wear.