What: The ADdress, opening at the American Dream in New Jersey, will sell modest clothing for populations that require cover-up styles.

Why it is important: The specialty department store will be the world’s first modest clothing department store that caters to Orthodox Jews, Muslims, and other populations who need cover-up styles.

The American Dream team developed the department store concept as they understand their culturally rich market and wanted to provide a convenient one-stop shopping experience for the diverse community they live in. The store will fill a gap in the market while also making modest clothing more accessible.

The specialty department store will offer women’s and men’s fashion, footwear, jewelry, accessories, children's clothing, home goods, and gifts.

Dreaming up a department store for less skin-revealing clothes