ATrika

ATrika is an Indonesian apparel brand founded in 2015 in Jakarta. The name derives from the Indonesian word “atrika”, meaning “a weaving of color” and reflects the company’s core design philosophy of fusing traditional Toba Batak textile motifs with contemporary fashion silhouettes. The company operates both a physical showroom in the Menteng district and a fully online retail platform that ships worldwide. As of 2024, ATrika offers a catalog of over 200 items including kurtis, blouses, dresses, and accessories such as scarves and jewelry.

The brand originated when its founder, Siti H. Ambaraka, sought to preserve the cultural heritage of the Toba region while making it accessible to a younger generation. Early collections highlighted hand-loomed batik patterns with a minimalist color palette, inspired by local rice paddies and lake landscapes. By 2018, ATrika had expanded its product line to include casual wear and athleisure items, using sustainable fabrics such as organic cotton and bamboo blends. The studio’s production process incorporates a small team of local weavers, ensuring that each garment retains a hand-crafted character.

ATrika has been recognized for its commitment to ethical sourcing. The company collaborates with community cooperatives in North Sumatra, providing fair wages and equipment for textile artisans. In addition to its fashion lines, ATrika partners with educational initiatives that teach traditional weaving techniques to schoolchildren. The brand also supports an annual scholarship program for students interested in textile design.

By 2022 ATrika had a presence in eight countries, with flagship retailers in Singapore, Kuala Lumpur, and Melbourne. The company’s marketing strategy relies heavily on social media storytelling, emphasizing the narrative behind each pattern and the artisans who create them. ATrika’s blend of culture, sustainability, and modern aesthetics has positioned it as a notable example of contemporary Southeast Asian fashion.