In a world often defined by conformity, the way we dress can be a powerful tool for self-expression. While formal settings often seem to dictate a more restrained and muted approach to attire, it's essential to remember that even within these boundaries, you can still assert your individuality and radiate your true colors. From the vibrant hues that catch the eye to the subtle details that hint at your personality, each choice you make in your wardrobe can be an opportunity to showcase who you are.

 

This might seem easy to do with mountains of fashion brands, giving us an unlimited choice of styles. However, as the word “mountains” suggest, we are living in a society where fast fashion dominates. It's becoming increasingly important to not only express ourselves through what we wear but also consider the ethical value of our clothing choices. Fortunately, more and more fashion brands are doing something about this.

 

“We ​​aspire to be a responsible brand that goes beyond merely producing goods and disregarding the bigger picture,” Earth Major founder, Syifa Puspasari, aims to create meaningful products, extending from carefully chosen materials to impactful campaigns. Finally embracing their bold, playful, imaginative, and conscious value, Earth Major strives to strike a balance between boldness and wearability. 

 

Syifa Puspasari, Earth Major's founder

 

Recognizing the fashion industry's significant waste contribution, Earth Major takes a proactive approach to tackling textile waste, committed to utilizing waste materials to their fullest potential by repurposing leftover patterns and patchwork, transforming them into patches, tote bags, or intricate product details. Also being meticulous in material selection, favoring 100% cotton while consciously avoiding non-biodegradable fabrics like polyester or nylon. Furthermore, they place great importance on ethical values, particularly those related to human relationships. Earth Major actively seeks vendors and suppliers who share their values, ensuring responsible treatment of employees and fostering positive relationships. In light of this, Earth Major intends to minimize their environmental footprint and contribute to a more sustainable future. 

 

Presenting something new and different, Earth Major constantly curates a capsule wardrobe of timeless pieces. “Being a responsible brand does not imply limiting our style or clothing options. We firmly believe in offering diverse and versatile creations that allow for freedom of movement and self-expression. Vibrant colors and earth tones dominate our designs, allowing for seamless mixing and matching, providing individuals with limitless possibilities to showcase their unique style, free from concerns about unethical or unsustainable products,” Syifa stated.

 

Talking about formal wear, self-expression, and ethical fashion can seamlessly coexist. The traditional perception of formal wear as restrictive and devoid of color is evolving. By embracing conscious fashion, dressing up for work doesn't mean we have to sacrifice our individuality or compromise our values. We now have an opportunity to challenge these norms, redefine what it means to dress formally and make more responsible choices when it comes to our wardrobe. According to Syifa, “While a ‘serious-looking’ appearance may be expected in professional settings, it’s not really a crime to work your style. Whether it involves adding a touch of colorful socks, layering with bold statement outerwear or pants, or accessorizing, individuals should feel comfortable and true to themselves. Earth Major offers versatile pieces such as The Giver pants and Lavana shirt, which lend themselves well to formal wear and are easy to mix and match.”

 

Outfit Recommendation with Earth Major's pieces

 

“We also seek to educate consumers, emphasizing conscious environmental contributions, longer garment lifespans, and attention to dressing consciously,” said Syifa. She herself follows the 3-day rule, encouraging thoughtful consideration of needs and wants before making a purchase. She strongly believes that outfits have the power to express personality. Therefore, Earth Major aims to be a reflection of individuality while inspiring wearers to embrace their own styles, empowering them to break free from the confines of following trends.

 

As a brand that falls under the slow fashion movement, Earth Major faces the challenge to meet market demands. However, they remain committed to their core values, recognizing that every brand has its unique market. Earth Major focuses on fostering connections within the community, creating a foundation for growth and mutual support.

 

This June, Earth Major finally realized their long-desired goal of joining Semasa, a creative market with curated local brands, this time themed “Semasa Piknik at Taman Lapangan Banteng”. This event serves as a platform for local brands to showcase their distinctive offerings, making it an ideal opportunity for Earth Major. While Earth Major is based in Cimahi, Bandung, many of its consumers are based in Jakarta. Participating in Semasa allows Earth Major to reach a wider audience and further raise awareness about conscious fashion, demonstrating that sustainability and style can coexist harmoniously, without imposing limitations on individual dressing preferences.

 

Earth Major's booth in Semasa Piknik

 

The power to express ourselves through what we wear comes with the responsibility to consider the ethical value of our clothing. Your clothing can be a reflection of your values and a catalyst for change. So, let's dare to be bold and contribute to a more sustainable fashion industry—one outfit at a time.