Tracing the Roots of Script, Reweaving Identity

In the midst of a fast-moving world, we turn our gaze backward — to a nearly forgotten cultural heritage: the Incung script, an intellectual legacy from the land of Malay Jambi. Our latest collection, “INCUNG,” is born as a tribute and an effort to revive this heritage through a modern, wearable medium: fashion.

We believe that culture doesn’t have to live only in museums or history books. Culture can be worn, embraced, and celebrated. In this collection, we interpret the Incung script into batik motifs, reimagined with a contemporary touch while preserving its traditional spirit. Each pattern is more than just a visual element — it tells a story, reflects identity, and holds the strength of our ancestors who shaped who we are today.

Beyond the script, we incorporate signature Jambi motifs like tampuk manggis, kapal kajang, and durian pecah, enriching the visual narrative in every piece. Pleating techniques, layering, and bold silhouettes serve as the connecting thread to our design DNA: modern, comfortable, ethnic, and unique.

“INCUNG” is more than a collection.
It is a call to remember, preserve, and pass down.
Because every script you wear is a stand against forgetting.