The way a person dresses is a means for self-expression; it is a reflection of one’s personality, character and values. According to Rachel Lubchansky, founder of on-line clothing retailer Funky Frum, clothing should be used to convey who a person is.

Lubchansky graduated from New York’s Fashion Institute of Technology, and her company has come to fill a niche in the fashion world for women interested in dressing modestly, or with tznius, a long-time Jewish tradition of dress that is aligned with the Biblical value of humility.

“There has been a real backlash against the showy culture that has swept over our society,” says Lubchansky. “Women across the spectrum are not comfortable exposing so much and are finding unique ways to express themselves in a manner that is less revealing and that, in effect, leaves more to the mind.” A modest style of dress extends beyond Orthodox Jewish women, who find in halacha clear descriptions of areas to be concealed, to secular women and others who simply wish to dress in a demure way—without sacrificing the better features of current fashion.

As Lubchansky became more religiously observant in her mid-20s, she realized she didn't want to forgo her coastal sense of style for the simple, oversized clothing she saw. In talks with other women, Lubchansky discovered that many shared her frustration of not being able to find fashionable options that didn't show so much skin. With Lubchansky's idea to become a retailer of clothing that was both modest and modern, the marriage of tznius and style was made.

In 2005 Funky Frum opened its virtual doors, translating the latest looks into tznius styles. In addition to trendy offerings, the store stocks a wide variety of basics including layering shells and basic long-sleeved tees. Aside from the occasional couture hat or suit, most of the store's wares are priced below $100.

Seeking to dress in a way that resonates with both their values and fashion sensibilities, women around the globe are calling on Funky Frum to fit their wardrobe needs. The company processes orders from 49 states and from as far away as South Africa and Turkey.

What's next for this successful retailer? With the recent addition of headwear and the launch of its own clothing line, Funky Frum is poised to become a head-to-toe experience in tznius shopping.

Jennifer Russ