Estetik Batik: Traditional Skills and Modern Marketing Prove a Pandemic-proof Combination

Prasetyo had always dreamed of setting up his own fashion business to manufacture ready-to-wear eco print batik.

Unfortunately he launched Estetik Batik just weeks before the onset of the pandemic.

Sales proved slow and Prasetyo was worried for the future of his business, and turned to online webinars for help.

“I attended a webinar held by the Jakarta Fashion Hub regarding SMEs,” he says.

“I realised that a factory in Indonesia produces raw materials for environmentally-friendly clothing and is also concerned about local SMEs. That is APR.”

estetik ecoprints batik

APR saw his enthusiasm and provided him with hundreds of yards of ready-to-dye fabric to introduce him to using viscose in his clothing.

“It’s a pleasure and a relief to be able to explore viscose fabric. The fabric is best in terms of colour absorbance, which is essential for eco-print batik,” Prasetyo says.

With help from APR he also began to sell his collection on Indonesia’s top e-commerce such as Zalora, Tokopedia, Tik Tok shop and Shopee, with consumers from all across Indonesia. The price ranges from Rp200,000 to Rp400,000.

Prasetyo uses natural dyes from plants that grow around his house, such as Mangsi leaves and Mango leaves, and creates the signature brownish-red colour from Mahogany bark.

eco-prints coloring leaves

His wife and parents help out with the business, and he also employs three workers from the local community.

“I never thought that my business could survive. What makes me even happier is our batik was worn and promoted by the Minister of Tourism and Creative Economy of the Republic of Indonesia on his Instagram account. I’m beyond proud!” Prasetyo says.

 

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A post shared by Estetika (@estetikbatik)

As part of our slogan ‘Everything Indonesia’, APR will continue to support domestic fashion entrepreneurs to stimulate the textile and creative industry, and to promote the use of locally produced raw materials.

estetik batik with viscose rayon

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