The Indonesian footwear industry has witnessed several local brands achieving international acclaim, exporting products to Europe and the United States, with one brand successfully reaching 20 destination countries. The footwear sector stands as a robust pillar in Indonesia's economy, with export values reaching hundreds of millions, if not billions, of USD. Local shoe brands have managed to carve a niche for themselves amid the foreign brand competition in the domestic market. Over the past decade, numerous local shoe brands have emerged, and some have expanded their reach to international markets. Two standout brands are Sagara Bootmaker, founded by Bagus Satrio over a decade ago, has successfully penetrated the American market. Specializing in tier 1 leather boots, Sagara adopts a custom-made approach, avoiding mass production by relying on the craftsmanship of leather artisans. The unique designs and high-quality materials contribute to the relatively higher prices, ranging from USD 300 to over USD 600, equivalent to approximately IDR 9.37 million. Despite the premium pricing, Sagara offers satisfactory after-sales services. The brand's handmade boots have garnered attention, attracting customers and collaborations internationally, especially in the United States. Aside from the U.S., Sagara also exports its footwear to Japan, France, and Italy, with 80% of its total production marketed in the U.S.
Founded in Bandung in 2016 by Rowland Alfales, Pijak Bumi distinguishes itself with an environmentally friendly approach to shoemaking. Alfales, inspired to start his own shoe brand after losing his shoes before college and finding existing options unaffordable, initiated Pijak Bumi with a modest capital of IDR 10-15 million. The brand focuses on sustainability, utilizing plant waste such as water hyacinth fiber, coconut shells, wood powder, and recycled cotton in its production. While relatively new compared to foreign shoe manufacturers, Pijak Bumi has made international appearances, including being listed among the 12 Emerging Designers at MICAM Milano, Italy, in 2020. MICAM is an international footwear exhibition widely recognized by global footwear dealers.. In conclusion, Sagara Bootmaker and Pijak Bumi represent a growing trend of Indonesian footwear brands making waves globally, emphasizing craftsmanship, unique designs, and sustainability in an industry dominated by international players.
