Trailblazer Green Fashion - Jean Geanie
Jane Anderson speaks to Donna Priadi, founder of sustainable and inclusive Indonesian fashion brand, KIND Denim
In the heart of Indonesia’s bustling fashion scene, a small and passionate brand was born amidst one of the most challenging periods in recent history. KIND Denim, founded in 2021 by Donna Priadi, a working mother of two, during the COVID-19 pandemic, embodies resilience, passion, and a vision for a more sustainable future. What started as a dream during uncertain times has now blossomed into a beacon of sustainable fashion and Indonesian pride.
Deeply rooted in the love for denim and local fashion, Donna saw the pandemic as an opportunity to pursue her long-time passion: creating
a sustainable denim brand that champions Indonesian craftsmanship while advocating for environmental responsibility. As a passionate supporter of local designers, she was constantly inspired by the richness of Indonesian creativity and textiles. Her dream was clear — to see Indonesia not just as a producer but as a leader in the global fashion industry.
Why Denim?
“Denim is more than a fabric — it’s a lifestyle,” says Donna. “Denim is universal. It transcends age, gender, and occasion. It can be worn by anyone, anywhere, at any time.” The KIND ethos believes that no matter how old people are, denim always carries a youthful, timeless vibe. KIND Denim founder’s personal connection to denim and its versatility inspired her to create a brand that would make this beloved fabric accessible and sustainable for all.
From the very beginning, Donna prioritized eco-conscious practices. The brand exclusively uses 100% organic cotton, grown without harmful chemicals and sustainable Lycra for the stretch mix. Their indigo colouring is mostly plant-based and the denim is also eco-washed.
KIND Denim incorporates recycled materials, including repurposed cotton waste and leftover threads, into its collections. In January 2023, KIND launched its ‘Upcycled Denim’ collection, collaborating with Indonesian designers Rinda Salmun and Purana. This collection transformed damaged or unsellable denim into fashion-forward pieces.
Indonesian craftsmanship
At its core, KIND Denim is proudly Indonesian, supporting local artisans and their communities. The brand draws inspiration from Indonesia’s rich cultural heritage, ensuring that each garment tells a story of its roots. Donna believes that by supporting local craftsmanship, KIND Denim can help preserve traditional skills while offering contemporary designs that appeal to global audiences.
“This commitment to local craftsmanship is also a way of giving back,” says Donna. “By providing a platform for Indonesian artisans to showcase their work, KIND Denim contributes to the local economy and helps build a more sustainable and equitable fashion industry.”
KIND Denim’s collections are as versatile as they are sustainable. From the bestselling KAIA Palazzo to the edgy SABRINA Mini Skirt and the classic NAOMI Crop Jacket, every piece is designed to cater to a variety of styles and occasions.
This versatility underscores Donna’s belief that fashion should be inclusive and timeless. Her designs reflect a universal appeal, ensuring that pieces can be worn by anyone, regardless of age or gender, while always retaining a youthful, vibrant energy.
Shared values
One of KIND Denim’s most notable collaborations is with 25hours Hotel Jakarta The Oddbird, where it provides eco-friendly uniforms for the hotel’s staff. This partnership embodies a shared vision of sustainability and style.
“KIND Denim isn’t just about creating sustainable clothing; it’s about elevating Indonesian fashion on the global stage while inspiring other small businesses,” said Donna. The brand blends sustainable innovation with Indonesia’s rich cultural heritage, proving that local craftsmanship can shine in international markets. It aspires to be a beacon for small enterprises, demonstrating that with passion and purpose, even the smallest businesses can make a global impact. It’s more than a business — it’s a dream to see Indonesian creativity celebrated worldwide, empowering a community of local brands to rise together and redefine fashion.
Donna’s vision is to see KIND Denim on the global stage, representing not just a brand but a movement toward a more ethical and sustainable future for fashion. Every piece of KIND Denim carries a story — a story of resilience, passion, and a commitment to making a difference.
Where to buy KIND:Denim
KIND Denim sells via the website, Instagram and E-commerce (Shopee). Pop-Up Stores occur four to five times a year, and they regularly participate in Pop-Up shops. “Our dream is to one day open a flagship store here in Jakarta,” adds Donna.
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