Sustainable Underwear Revolution: Comfort, Style, And Environmental Awareness In Every Helat

JAKARTA The fashion industry is undergoing an interesting transformation. More than just aesthetics and temporary trends, now consumer attention is increasingly focused on deeper values, such as inclusiveness, comfort, and especially sustainability.

According to Grand View Research, the globally friendly product market is expected to grow with a CAGR (Compound Annual Growth Rate) of 5.7% from 2021 to 2028, reaching a value of USD 155.6 billion or equivalent to IDR 2.6 trillion in 2028. In Indonesia itself, the market for environmentally friendly products is expected to grow with a CAGR of 6.2% from 2021 to 2028, reaching a value of USD 1.2 billion in 2028.

The increase in consumer awareness about environmental impacts and lifestyle changes is driving the shift. This trend also encourages the emergence of brands that not only offer attractive designs and diverse sizes, but are also committed to production practices that are responsible for the environment.

Shifting towards sustainability has prompted the use of environmentally friendly materials such as organic cotton, bamboo, and recycled polyester, which reduce the environmental impact while maintaining comfort and durability. One of the local lingerie manufacturers that also carries the concept is Diana Intimates (PT Mirae Asia Pacific). The brand, which is known in the domestic market, is not only focused on the quality and design of its products, but has also begun to develop a collection of environmentally friendly underwear.

One of Diana Intimates' efforts in sustainability lies in the use of innovative materials such as SUSTAINABLECOTTON and MODAL FROM TENCEL. Sustainable cotton refers to cotton grown with methods that reduce negative impact on the environment, such as the use of water and more efficient pesticides. Meanwhile, MOdal from TENCELTM is cellulose fiber originating from preserved beuk wood (beech). This fiber is known to be very soft, breathable, and has a lower environmental footprint compared to conventional cellulose fibers.

Kendrew Hartanto, Co-Founder of PT Mirae Asia Pacific said, We believe that comfort and beauty of underwear do not have to sacrifice the environment. By integrating sustainable materials such as sustainable cotton and Capital from TENCELTM, we strive to present products that are not only comfortable to wear and look attractive, but also have a minimal environmental impact. This is our long-term commitment to contribute to a greener future.

Diana Intimates' move in adopting sustainable material is in line with a global trend that shows that consumers are increasingly concerned with the origins of the products they buy and its impact on the planet. The underwear, which used to be considered as a mere fashion product, is now also seen as part of a more conscious and responsible lifestyle.

Diana Intimates' efforts towards sustainability are not only about material selection. We also strive to implement more ethical and environmentally friendly production practices throughout the supply chain. This includes efforts to reduce production waste, optimize energy use, and ensure workers' proper working conditions," Kendrew added.

Adopting sustainable cotton and Capital from TENCELTM, Diana Intimates presents an innovative approach in the Indonesian underwear industry. In the midst of competition with global brands, this step proves the ability of local brands to adapt and meet consumer expectations that are increasingly concerned about environmental issues. The focus on material responsibility and ethical production is expected to encourage similar practices among industry players in sustainable fashion in Indonesia.