Sejauh Mata Memandang celebrates CNY with playful snakes and ladders scarf

Indonesia's fashion label, Sejauh Mata Memandang, has launched an inventive and playful scarf to commemorate the Year of the Wood Snake. The "ular tangga" (snakes and ladders) scarf combines style and fun, offering not just a chic accessory but also an interactive twist, featuring the beloved classic game of snakes and ladders.

Crafted using hand-screen printing techniques, the design draws inspiration from the Ramayana, blended with the distinct Kamasan Balinese painting style, the company said.

The scarf also comes with wooden dice and four game pieces, which are made from upcycled clothing buttons collected through the brand's "Waste to Wardrobe" recycling initiative, in collaboration with Ecotouch. This project underscores Sejauh Mata Memandang's commitment to reducing textile waste and promoting circular fashion.

According to its website, the scarf is available for purchase at IDR 585,000 (US$36.15), measuring 70 centimetres by 70 centimetres.

Speaking to MARKETING-INTERACTIVE, founder and creative director Chitra Subyakto explained that the company does not draw inspiration from trends but follows a circular concept focused on longevity and reducing waste. As for the snakes and ladders scarf, "it is particularly personal, as it draws from my childhood fondness, yet I also have an admiration for Kamasan painting," she said.

"Throughout this year, we will continue with something playful and fun," she added, emphasising that more fashion brands and designers should move away from the linear model and adopt a circular approach.

At the same time, Sejauh Mata Memandang also debuted its first-ever Lunar New Year collection, Aruna, in collaboration with Bazaar Indonesia and fashion director Michael Pondaag.

Aruna integrated traditional Peranakan Malay kebayas with distinctive batik prints and intricate embroidery, blending classic silhouettes with modern touches like frog buttons and mao collars.

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The collection, which was showcased at Hotel Mulia, captured the essence of timeless elegance while introducing contemporary design elements, elevating traditional textiles with bold draping and embroidered qipaos for a balance of old and new.

Founded in 2014 by Subyakto, a seasoned fashion stylist, Sejauh Mata Memandang has spent the past decade championing sustainability in fashion.

With a focus on slow and circular practices, the brand continues to celebrate Indonesian culture, empower communities, and create environmentally-conscious pieces that resonate with global audiences.

For example, Sejauh Mata Memandang previously introduced Sejauh Rumah Kita in Yogyakarta, a campaign that encourages people to adopt eco-friendly practices starting from their own homes and promotes mindful consumption and sustainability in everyday life.

Additionally, the brand's Rimba collection supports the reforestation of Aceh's Leuser Forest, showcasing eco-conscious designs inspired by endangered wildlife. Among the highlights is a scarf that reflects the forest's condition - one side lush with trees, while the other appears barren, adorned only with palm oil motifs.

More recently, Studio Sejauh, a collaborative space in Pekalongan initiated by Sejauh Mata Memandang, has emerged as a hub for fostering fashion sovereignty, uniting artisans, farmers, SMEs, and brands to champion circularity, responsible production, and sustainable innovation in Indonesia.

In 2023, Sejauh Mata Memandang released an impact report, highlighting how its efforts to preserve nature and culture have positively affected dozens of families. "We are proud of the actions we have taken and the positive changes we have made," Subyakto said in the report.

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