It’s been three years for Alifya Yunita in developing Artfy Label until the point it is today. In building Artfy Label, Fya—a nickname she prefers, claimed herself as an accidental entrepreneur as she had no business plan to begin with; but after all, talent is talent. Looking at her daily fashion preferences and taste, ones would assume that her clothing business is more of a life calling.
It all started in March 2015 when she initiated a fashion dance performance as part of a performing arts event at her school where she was also responsible to design all the clothes on the runway. Little did she know her creation has stolen many hearts with its unique cutting and looks.
Depart from this sudden enthusiasm, “I decided to incorporate all orders and demands that kept coming from potential customers by creating a clothing line, named Artfy. The name itself was derived from Art and Fya, I hope that this line would really describe my taste, my art,” Fya explained.
In designing the clothes, Fya always puts focus on denim patchwork jeans with no repeated pattern—sometimes they appear asymmetrical—yet the whole pieces make up an attractive design. Furthermore, Artfy is also known for its ethnic twists in its clothing designs.
“I am aware that the practicality denim jeans can offer has made it become a symbol of modernity, a timeless option that will never go out of style. I see denim patchwork jeans as an innovative way to combine modernity with traditional touches. That is why I always add little ethnic twists by incorporating small pieces of batik or tenun fabrics in the whole patchwork design”, she explained delightfully during a short interview that took place in Artfy Label’s offline store in Pendopo, Living World Alam Sutera, South Tangerang.
Her choice is not without a reason. Decades ago in Indonesia, batik and tenun were once perceived as formal fabrics ones only wear to attend formal events, there was even a growing tendency for batik or tenun fabrics to be seen as boring. Innovation in fashion trends has been highly demanded to promote batik and tenun as cultural identity and pride in Indonesia. Suffice to say that Fya has played her role very well in evoking a sense of cultural pride through innovation she made.
“I personally think, touches of batik and tenun in my designs for Artfy Label are very important since I strive to familiarize my generation with our cultural pride. I mean, despite the constant shifting in fashion trends in Indonesia, why can’t we be proud of our local products? I want to revive the cultural pride through my designs and ensure that local fashion products can measure up to those of international brands. I am glad I have made it this far,” Fya said.
Artfy Label also has managed to get its products worn by Indonesian celebrities and public figures such as Raisa, Kimmy Jayanti, Najwa Shihab, Kotak Band, and many more.