Purana, a fashion brand based in Indonesia, is committed to embracing local wisdom and using artwork made by local artisans. The primary design focus of Purana was inspired by Indonesian heritage. The brand was founded by Nonita, who grew up in a traditional Javanese family that owned a batik workshop. As creative director and designer, Nonita experiments with traditional batik techniques, hand weaving, tie-dyeing, modern geometric patterns, and incorporating paints into the fabric.
Purana’s collections are presented in several extraordinary styles, including multi-functional, multi-style, free-size, and casual loose-cuts. The brand has been recognized for its unique designs and commitment to preserving traditional Indonesian crafts. In 2019, Purana was awarded the prestigious Indonesia Good Design Selection award, and in 2020, the brand was selected as a finalist for the Jakarta Fashion Week Ready-to-Wear Competition.
Purana’s use of local artwork and handmade techniques supports local communities and helps to preserve Indonesia’s rich cultural heritage. Through its unique designs and commitment to sustainability, Purana has become a leading fashion brand in Indonesia and is well-loved by fashion enthusiasts who appreciate the beauty of traditional craftsmanship.
