With an ethos of conscious living, Fuguku combines traditional Indonesian craftsmanship with modern design, empowering artisans and inspiring creativity in the global fashion community.

Since its inception in 2022, Fuguku has made waves in the Indonesian fashion scene, gaining recognition for its unique, eco-conscious designs and deep-rooted connection to Indonesian culture. Launched with the iconic Fugu bag, Fuguku drew inspiration from the puffer fish, or “fugu” in Japanese—an embodiment of adaptability and resilience. The brand name itself merges this concept with the Indonesian suffix “-ku,” symbolizing the personalization and versatility Fuguku offers to its community of wearers.

“We wanted to create pieces that aren’t just beautiful but also meaningful—versatile products that can adapt to any lifestyle and empower those who wear them,” says Savira Lavinia, CEO and co-founder of Fuguku. Savira’s journey began with a passion for creating 3D fabric effects inspired by her experience working with Dutch designer Iris Van Herpen. This interest evolved into an exploration of traditional Indonesian crafts, such as jumputan, a fabric dyeing technique widely used in Sumatra and Central Java. “The challenge was to innovate, to turn a traditional craft into something new, something that spoke to our times,” Savira adds.

Empowering Artisans and Communities – Fuguku’s core mission goes beyond creating stylish, functional fashion pieces—it also aims to empower the artisans behind the brand. From the outset, Fuguku was dedicated to creating an inclusive community of craftspeople who could balance their work with family responsibilities. During the pandemic, Savira introduced a model allowing artisans to work from home, utilizing portable tools designed by the brand. This approach provided homemakers with the flexibility to support their families while practicing their craft.

Fuguku’s Chief Marketing Officer and co-founder, Nonita Purnamaningdyah, also emphasizes the importance of sustainability in every creation. With over two decades of experience in the fashion, energy, and hospitality industries, Nonita ensures that each Fuguku item is produced with environmental consciousness at its core. Most of Fuguku’s collections are crafted from recycled polyester, sourced from PET bottles and landfill plastics, embodying their commitment to reduce waste and contribute positively to the planet. “We believe fashion should be about more than just creating beautiful items—it should also strive to make a difference. At Fuguku, we aim to honor traditional craftsmanship while being mindful of our impact on the environment. It’s about taking small, thoughtful steps towards a more sustainable future, and we’re learning as we go.”

Design Meets Versatility and Functionality – The Fugu bag is the embodiment of Fuguku’s design philosophy. Although it appears compact, the bag is deceptively spacious—crafted from elastic, recycled materials that offer strength ten times that of regular polyester. Its versatility and multifunctionality make it an essential accessory, combining practical use with the creativity that defines Fuguku’s designs.

“At Fuguku, we strive to create pieces that are not only thoughtfully designed but also adaptable to any occasion,” explains Andarina Sumarno, CFO and co-founder. As a finance-driven entrepreneur with a background in industries such as energy, property, and fashion, Andarina plays a pivotal role in aligning Fuguku’s growth with its founding values. “Our focus is on creating impactful products—those that tell a story of cultural craftsmanship while providing practical solutions for our customers.”

Beyond the Fugu bag, the brand offers a wide array of items, including luxurious wraps, adaptable tops, and chic ready-to-wear apparel that can elevate both everyday outfits and bold statements for special occasions. The signature aesthetic of Fuguku is one of fluidity and versatility—each piece is designed to adapt to the wearer, reflecting the spirit of personal style and creativity.

 

A Global Vision for Eco-Fashion – The founders of Fuguku share a common vision: to make a meaningful impact not just in the fashion world but also in the communities they touch. This philosophy has led to significant milestones, including showcasing their collections at international trade shows like Coterie New York and Premiere Classe Paris, garnering praise from industry leaders and international media outlets like WWD.

The brand’s recent collaborations also highlight its creative versatility and commitment to conscious living. Partnerships with like-minded businesses—including WEIRDOUGH Bakehouse and Akkar Juice Bar—infuse each collection with a new story, reflecting both cultural heritage and a dynamic approach to modern fashion. One standout collaboration is with actress Aurelie Moeremans, whose love for nature inspired designs like the Sun Conure and Blue Macaw bags, merging fashion with messages of wildlife conservation.

A New Chapter in Conscious Fashion – Fuguku continues to expand its footprint with flagship stores in Bali and stockists across Indonesia, as well as international availability in the United States, UAE, China, and Italy. Through its expansion, the brand remains committed to empowering its artisan community, promoting sustainability, and crafting items that embody the ethos of eco-fashion and empowerment.

“Our dream is for Fuguku to be more than just a fashion brand—we want it to inspire a movement for conscious, community-driven change,” Savira explains. “We hope our products spark creativity, empower our artisans, and make a lasting, positive impact on both people and the planet.”

As Fuguku moves forward, its commitment to craftsmanship, empowerment, and conscious fashion remains unwavering—a proud testament to the strength of an Indonesian brand merging tradition with innovation to create a dynamic future in style.

Shop the collection internationally at fuguku.com