Our Story

Growing up in a traditional Javanese family and exposed to her family-owned batik workshop, Nonita was inspired to pursue Indonesian heritage as her main design focus. Initially she pursued a career in fashion media with trips to fashion events abroad and the opportunity to interview well-known designers.

Raised by her entrepreneur and Javanese culture enthusiast mother and then exposed to the international fashion scene, inspired Nonita to sharpen her skills in fashion design and create her own label, PURANA.

Purana, which means ‘old scripture’ in Sanskrit, was established in 2008, with the commitment to adopt local wisdom, by utilizing artwork made by local artisans and combining them with fashionable cuts, pattern, and color mix. Purana is accessible fashion infused with Indonesian local wisdom.

As the Creative Director, Nonita experiments with traditional batik techniques, hand-weaving, tie-dyeing, modern geometrical motifs, and incorporating paintings into fabric to create unique ready-to-wear pieces that reflect commitment to local artisanship. 

Our collections are presented in multi-function, multi-style, free-size, and relaxed loose-cuts to provide flexibility for all-shaped active women to be stylish comfortably.

The freedom to create beautiful collections from these media is a constant fascination. Yet as a mother who also runs several other family businesses, Nonita must carefully manage her time between work and her private life. With confidence and alacrity, Nonita says “being a mother, a wife and a designer; I do it all with one entity. It’s never a juggle.