National Waste Care Day (HPSN) is celebrated on February 21 every year. The first HPSN warning was launched by the Ministry of Environment and Forestry (KLHK) on February 21, 2005. On this day, we are invited to care more about the environment. Yes. An eco-friendly lifestyle has been in the public spotlight in recent years. This has also made a number of business actors begin to apply the concept of sustainability to their business. Not only creating products that are up to date, but also maintaining the environment by utilizing waste into new, quality products.

A number of brands are now known for their sustainable products. One of them is the fashion brand as far as the eye can see (SMM).

This local brand is known to apply the concept of slow fashion by using basic materials using recycled textiles from pre-consumption waste which are then processed into new materials.

Not only opening a business to create an independent economic ecosystem, SMM also campaigns for social issues to protect the earth by being more concerned about the environment.

Various ways are used by the brand owned by Chitra Subyakto to introduce the concept of sustainable fashion or sustainable fashion from Indonesia so that it can go global, one of which is by selling this product on the Shopee e-commerce platform through the Shopee Export program.

Chitra explained that it was a challenge for SMM to introduce the concept of slow fashion by prioritizing concern for the impact of the products we consume on the environment.

But over time, SMM actually has a wider range of consumers so that it can export to Malaysia and Singapore.

“We are very happy to have consumers outside of Indonesia. Consumer demand from abroad through Shopee continues to increase. This means that SMM gets a positive response and can become an agent of change, namely that consumers and the general public are open and aware of the issues that we convey. Hopefully it will give a wider domino effect," said Chitra.

The products produced by SMM use biodegradable materials. Products sold include women's clothing, men's clothing, children's clothing, accessories and reusable masks.

Initially, the materials for these products only used linen and cotton. However, now SMM has started to use tencel and organic cotton which are more environmentally friendly.

“We also prioritize comfort. The design of SMM products is adapted to the tropical climate so that they can be used all year round. We also don't use polyester because it is non-biodegradable and has a bad impact on the environment," he said.

Although already known to Malaysia and Singapore, Chitra and the team will continue to study and innovate to understand the needs of the community.

SMM also keeps up with the times by utilizing technology in order to reach consumers more broadly to various other countries.

SMM is also active in holding periodic exhibitions related to climate damage, waste, and campaigns about being wise in dressing.

“Back to our principle, which is to invite people to care about the environment through fashion, we want this message to continue to be disseminated. We are currently living in the threat of a real climate crisis and it has become our collective obligation to be more concerned and aware of the environment by taking concrete actions, including in terms of doing business,” Chitra continued.

Shopee appreciates business actors who have made positive efforts in implementing waste recycling. By recycling into new goods, it can provide new independent economic opportunities through MSMEs.