Yogyakarta - Born of concern over the harsh realities of the fashion industry, which often exploits nature and labor, a movement emerged to prove that beauty can coexist with social justice. Hanenda.idn, a Yogyakarta-based brand founded in 2020, has a mission to transform textile waste into ethical fashion products that are breathable and biodegradable.

The idea was initiated by Meyna Cinta Ratulian, a Management student at UPN “Veteran” Yogyakarta, together with her cousin, S.C. Ayuningtyas. Although their journey was temporarily halted for 1.5 years due to the pandemic and academic commitments, their spirit was reignited in late 2022. Hanenda.idn does not merely pursue aesthetics; it consistently prioritizes natural materials, eco-friendly dyes, and upcycling techniques. This strategy offers a circular solution to reduce textile waste pollution, a major threat to global ecosystems.

To expand its impact, Hanenda.idn actively engages local communities as production partners. The brand collaborates with local tailors in surrounding villages to enhance productivity and empowers creative persons with disabilities to process textile waste into unique accessories and shopping bags. This initiative reflects Hanenda.idn’s commitment to SDG 8: Decent Work and Economic Growth. In addition, the brand partners with the Sekar Kawung Foundation to produce garments made from indigenous Indonesian cotton, preserving cultural heritage while protecting the environment.

This consistent commitment to recycling and reuse practices led Hanenda.idn to be named the Winner of Bumi Berseru Fest (BBF) 2025 in the Eco Product Innovation category (Recycling and Reuse subcategory). BBF is an environmental innovation platform initiated by Telkom Indonesia to help MSMEs become competitive through mentoring, training, and funding.

Winning BBF marked a turning point for Hanenda.idn, strengthening its brand identity and preparing it to enter international markets. Through educational workshops and strategic mentoring facilitated by Telkom, Hanenda.idn demonstrates that small initiatives by MSMEs can evolve into powerful movements that safeguard long-term ecological balance.

Bumi Berseru Fest 2025 comes with an even stronger spirit, inviting the public to generate innovations with tangible environmental impact. This year, the competition features four main categories: Action for the Earth, Nature Through the Lens, Eco Product Innovation, and Green Technology & Sustainable Innovation. Selected ideas are eligible for development support and funding totaling hundreds of millions of rupiah. More information is available at bumiberserufest.id.