Astra Unveils Merchandise in Partnership with Eco-Friendly Fashion Brand Semilir

JAKARTA: It’s surprising to discover that the fashion world is not just about trends; it is also becoming a solution to social and environmental issues. Sustainable products created from natural materials are a testament to that matter. For its latest collection, Cenderamata Astra collaborates with local brand Semilir, embracing an eco-friendly concept. 

Semilir, owned by Alfira Oktaviani, the recipient of the 13th SATU Indonesia Awards 2022 in the Entrepreneurship category, is known for its eco-friendly fashion products that celebrate Indonesia’s cultural heritage. The brand is committed to minimizing its social, economic, and environmental impact.

The crafts resulting from the collaboration blend Indonesian cultural heritage. Each motif tells a story and carries meaningful colors. The products are crafted by local women artisans using natural materials or fibers.

“This collaboration goes beyond environmental benefits. It also emphasizes the social and economic welfare of all parties involved through empowerment activities that align with the spirit of Semangat Astra Terpadu Untuk (SATU) Indonesia, which is a manifestation of Astra Group’s commitment to improving the quality of Indonesian society through ideas, creations, and integrated works that contribute to the nation’s progress,” said Astra Chief of Corporate Affairs Riza Deliansyah.

Apparel products, i.e., indigo batik kimonos and bomber jackets, are created with modern designs using sustainable natural materials and dyed with natural indigo derived from Indigofera plants harvested by farmers. The natural indigo dye is manually processed in a fermentation vessel for 48 hours to produce the indigo blue color.

Meanwhile, other products, i.e., card holders and pouches, are made using cowhide and lantung bark cloth. Lantung bark cloth is made from the bark of a type of rubbery breadfruit tree. It has historical significance in the Bengkulu community as it was used as a textile substitute during the Japanese occupation. In 2015, lantung bark cloth was designated as an intangible cultural heritage of Indonesia by the Ministry of Education and Culture of the Republic of Indonesia. Semilir has innovatively used natural indigo dye to color the lantung bark cloth, creating a natural harmony that enhances the beauty of the bark cloth and aligns with the blue color of the Astra logo.

“I’m very proud. This collaboration continues our mission to promote sustainable fashion in Indonesia,” said the 13th SATU Indonesia Awards 2022 recipient Alfira Oktaviani.

The Cenderamata Astra and Semilir collection is available at the Cenderamata Astra store on the 3rd floor of Menara Astra, Jakarta, or on Instagram @cenderamata.astra.

Astra’s dedication to collaborating with the country’s youth and fostering the creation of environmentally friendly heritage crafts for today and the future of Indonesia is in line with Astra’s mission to Prosper with the Nation while supporting Indonesia’s Sustainable Development Goals (SDGs).

 

For further information, please contact:

Boy Kelana Soebroto

Head of Corporate Communications

PT Astra International Tbk

Ph. 021-508-43-888

 

About Astra:

Astra is one of Indonesia’s largest public companies, comprising 283 subsidiaries, joint ventures, and associate companies, supported by over 200,000 employees. The company’s diversified business model creates synergies and opportunities across industry sectors, including Automotive, Financial Services, Heavy Equipment, Mining, Construction & Energy,  Agribusiness, Infrastructure and Logistics, Information Technology, and Property.

The company has a new sustainability framework that contains Astra 2030 Sustainability Aspirations to guide Astra Group’s transition journey to be a more sustainable business by 2030 and beyond. Astra wishes to contribute to strengthening the resilience of the Indonesian economy that supports an inclusive and prosperous society.

Astra has a strong record of public and social contributions through four pillars: health, education, environment, and entrepreneurship, as well as nine foundations that contribute to Indonesia’s economic growth while supporting an inclusive and prosperous society. Implemented for the first time in 2010, the Semangat Astra Terpadu Untuk (SATU) Indonesia Awards program has recognized the contributions of 657 young Indonesians– 92 national-level recipients and 565 provincial-level recipients–across each of these focus areas. The SATU Indonesia Awards program is integrated with Astra’s wide range of community activities through 194 Kampung Berseri Astra and 1,196 Desa Sejahtera Astra initiatives in 37 provinces throughout Indonesia.

For more information, visit www.astra.co.id & www.satu-indonesia.com, and follow us on Instagram (@satu_indonesia), YouTube (SATU Indonesia), Facebook (Semangat Astra Terpadu), and Twitter (@satu_indonesia).