As more brands grow with the spirit of sustainability in the process, the sustainable fashion industry has shaped a whole new level of awareness among people. Currently, many people know that sustainable fashion is only in the form of thrift shops/stores, even though there are still many forms of sustainable fashion in Indonesia. In fact, sustainable fashion does not mean we have to buy clothes from brands that only hold sustainable principles and use the reuse method on the clothes we already have.

This time, we will introduce a figure who has carried out recycling fashion from 2004. Meet Subo Family, a small family consisting of Intan Anggita, Aria Anggadwipa, and their child, Irama Lautan Teduh. Since 2004, Intan has been in the recycling fashion industry, and in 2012, she formed a recycling brand which she called Sight from The East, and eventually developed into Sight from The Earth. 

Thanks to this brand, Intan was awarded the Kartini Next Generation from the Minister for the Role of Women and the Minister of Communication and Information in the field of Art and Culture. Intan also collaborates with Andien in managing a foundation that focuses on sustainable living, Sumbang In. Sumbang In provides a platform for people who want to donate their clothes, which eventually transform into Salur Indonesia.

Intan also formed Setali with Andien; their focus is on home living and fashion sustainability since 2019 and started to upcycle clothing waste. They sort fashion waste and recycle clothes entrusted to them and then recycled or resold to local communities for 10-50 thousand. Setali opened a studio at Subo JKT, a cafe/restaurant with open green space, which is also part of the Subo Family, focusing on music and arts.

This year, Subo Family with Badjatex, a factory that produces denim with an environmentally friendly process, is preparing several clothes that will be shown at Paris Fashion Week in October. They chose to do a road-trip using a campervan to spread a campaign for sustainable fashion and invite local artists to help complete the clothes they designed. Traveling long distances by car will indeed emit a lot of carbon emissions. Therefore, they partner with Carbon Ethics to calculate and convert their journey’s carbon footprint, like emission and electricity. It will turn into mangrove planting that they will use when they come home as natural dyes.

Recently, through their official Twitter account, Subo Family educated its over 20 thousand followers about the deeper meaning of sustainable fashion. They wrote, "But it turns out that slow fashion is not just about buying new items that are more eco-friendly, etc. It can also be Reuse (buying used goods/exchanging clothes/wearing derivative items), Reduce (taking good care of clothes so they can be used for a long time), Repair (repairing damaged clothes), and Recycle. This is the most effective way to get involved in a sustainable fashion."

The increasing number of online and offline thrift stores that have sprung up has made more and more people turn to thrift stores to shop. Some people choose thrift stores because of the excellent quality and low price, while the rest of them choose thrift stores for sustainability reasons. However, we don't realize that thrift stores often become the first choice in sustainable fashion, whereas thrift stores should be our last choice. Intan stated that there are still many ways, such as reuse, reduce, repair, and recycle, which are actually the essence of sustainable fashion itself.