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APR brings sustainable fashion to JFW 2025 with designer, retailer collaborations

Creative Desk (The Jakarta Post)
Jakarta
Fri, October 25, 2024

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APR brings sustainable fashion to JFW 2025 with designer, retailer collaborations

A

s part of the push toward a more sustainable fashion industry, Riau-based sustainable viscose rayon producer Asia Pacific Rayon (APR) has collaborated with some of Indonesia’s biggest names in fashion to promote fashion forward yet environmentally friendly styles at Jakarta Fashion Week (JFW) 2025.

Though APR’s collaborations with the local fashion scene date back to 2019, this year’s JFW marks the company’s third year participating in the annual fashion event and the first time it linked up with DuniaTex, one of the largest textile manufacturers in Southeast Asia.

The partnership with DuniaTex brought further collaborations with Indonesian labels and retailers, including EMBA Group and Matahari, across two days in the week-long event under the theme of “Fashion Evolution”. All of the clothes utilized DuniaTex fabrics, which were spun from APR’s renewable and biodegradable viscose-rayon fibers.

APR president director Basrie Kamba said its participation demonstrated the upstream-downstream collaboration in the development of the sustainable textile industry in Indonesia, with an aim of further increasing public education about the importance of sustainable fashion.

"APR's participation in the two-day Jakarta Fashion Week is a real step to support the development of sustainable fashion in Indonesia. We believe that collaboration between sectors can expand the positive impact and public learning about the importance of sustainable materials," he said.

DuniaTex marketing manager Yulius Ari Budi Nugroho said the collaboration reaffirmed the company’s commitment to sustainable textile products and innovation in the Indonesian fashion industry.

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“We want to invite textile industry players in Indonesia to continue to develop and show their best potential. This collaboration is not only about fashion products but also an effort to advance the textile industry in Indonesia," he said.

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Showcased on the first day of JFW 2025, the collaboration with EMBA Group featured a total of 48 menswear and womenswear looks representing four of its brands: Ladies, Denim, Morphidae and Classic.

The menswear collections, created in collaboration with Danjyo Hiyoji, presented two major themes. The “Wild Ones” collection, part of EMBA Denim, featured denim applications using sustainable viscose-rayon with an edgy and experimental style. Meanwhile, “Voyage” highlighted classic lines that combined green, dark blue and beige, exuding the charm of the beach and desert with elegant viscose-rayon applications.

Designer Tities Saputra, who was responsible for the womenswear collections, took the theme of “Freedom” and “Calma” for the EMBA Ladies and Morphidae brands respectively. “Freedom” showcased a chic denim revolution through the use of viscose-rayon, while “Calma” highlighted environmentally sustainable materials.

"Through this Fashion Evolution collection, we can highlight various clothing styles from casual to elegant, with varied yet sustainable material applications," said EMBA group marketing communications manager Mia Wu.

On the second day of JFW 2025, APR and DuniaTex’s collaboration with Matahari featured 48 contemporary looks under the department store’s exclusive Nevada and ZES brands.

Targeted at younger buyers looking for both style and sustainability, the Nevada collection carries the concept of “Confident Teen Spirit”, celebrating individuals who confidently express their uniqueness. This was represented by viscose-rayon applications and bright colors, combining elements of varsity, denim and grunge.

Meanwhile, the ZES collection of “Stress-free Commute” underlines an elegant contemporary style, utilizing soft and breathable viscose-rayon to maximize comfort for everyday urban wear.

Previously, APR had collaborated with Matahari to support sustainable fashion through a display of APR's viscose-rayon clothing collection and the Textile Waste Management program. The collaboration at Jakarta Fashion Week 2025 again shows the synergy between APR and Matahari to support sustainable fashion.

This article was published in collaboration with APRIL Group

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