Archive of the Past: Finding Your Heritage | Didiet Maulana | TEDxLSPR

Didiet Maulana's Entrepreneurial Journey

• Didiet Maulana founded his own brand approximately 13 years ago to explore and introduce the cultural potential of Indonesia to the world. He believes in connecting personal passions with community contributions, where profit is seen as a reward rather than the primary goal. (28s)
• As a child, he was inspired by traditional regional clothing, which he never expected would offer numerous opportunities for development and collaboration, not just for himself but also for his community. (1m42s)
• His grandmother, Hardinaria, played a significant role as his fashion mentor, teaching him the beauty of Indonesian fabrics and how to mix and match them. This inspired his love for fashion and his aspiration to make the kebaya a prominent fashion item globally, akin to the kimono in Japan and the sari in India. (2m48s)
• Although he studied architecture instead of fashion, he learned the importance of understanding foundations and responsibilities in creation. He emphasizes that education shapes individuals into something unique and valuable. (4m22s)
• He warns against being blinded by others' successes and stresses the importance of recognizing one's own potential and opportunities. He encourages focusing on personal growth and writing one's own story rather than comparing oneself to others. (5m1s)

Early Influences and Inspirations

• As a child, he was inspired by traditional regional clothing, which he never expected would offer numerous opportunities for development and collaboration, not just for himself but also for his community. (1m42s)
• His grandmother, Hardinaria, played a significant role as his fashion mentor, teaching him the beauty of Indonesian fabrics and how to mix and match them. This inspired his love for fashion and his aspiration to make the kebaya a prominent fashion item globally, akin to the kimono in Japan and the sari in India. (2m48s)
• Although he studied architecture instead of fashion, he learned the importance of understanding foundations and responsibilities in creation. He emphasizes that education shapes individuals into something unique and valuable. (4m22s)

Education and Self-Discovery

• Although he studied architecture instead of fashion, he learned the importance of understanding foundations and responsibilities in creation. He emphasizes that education shapes individuals into something unique and valuable. (4m22s)
• He warns against being blinded by others' successes and stresses the importance of recognizing one's own potential and opportunities. He encourages focusing on personal growth and writing one's own story rather than comparing oneself to others. (5m1s)
• Didiet Maulana reflects on the importance of understanding one's needs and passions, using the metaphor of planting the right seeds with the appropriate nutrients to achieve the best results. He emphasizes the need to explore culture and self to open new possibilities. (6m5s)

Building the Brand and its Vision

• The vision behind starting a brand was to introduce culture to a wider audience and encourage collective growth and success. (6m49s)
• Since 2011, there has been a continuous exploration of Indonesia from east to west, engaging with local artisans and understanding the richness of Indonesian culture. (7m31s)
• Over the years, connections have been established with over 3,000 creative workers, including weavers and batik makers, leading to significant improvements in their lives, such as better education for their children and improved living conditions. (9m6s)
• The fashion industry has provided opportunities for these artisans, with their products being successfully marketed, and trends being communicated to them to ensure their work remains relevant. (9m40s)
• A debut was made at New York Fashion Week, showcasing various Indonesian textiles, which were well-received due to their unique stories and styles. (10m19s)
• There is a growing demand for Indonesian cultural elements in company projects, exemplified by a large order of 45,000 meters of tenun for a company uniform, involving collaboration with 3,000 young artisans. (11m58s)

Impact on Indonesian Artisans

• Since 2011, there has been a continuous exploration of Indonesia from east to west, engaging with local artisans and understanding the richness of Indonesian culture. (7m31s)
• Over the years, connections have been established with over 3,000 creative workers, including weavers and batik makers, leading to significant improvements in their lives, such as better education for their children and improved living conditions. (9m6s)
• The fashion industry has provided opportunities for these artisans, with their products being successfully marketed, and trends being communicated to them to ensure their work remains relevant. (9m40s)

Marketing Strategies and Collaborations

• Initially, there was difficulty in getting young people to wear traditional textiles like tenun, but strategies were developed to make these cultural elements more appealing. (13m2s)
• The strategy for marketing involves identifying the target market and determining the platforms they use to capture their attention. (13m25s)
• Collaborations with various institutions have been established, such as using batik fabric made by weavers in West Java, which aligns with the route of a high-speed train passing through the region. (13m55s)

Overcoming Challenges and Finding Passion

• Discovering one's passion involves finding something that remains engaging despite challenges, and building a brand is difficult but achievable through learning and perseverance. (14m31s)
• Initially, the speaker managed multiple roles, including sales, marketing, and design, starting from a garage and eventually expanding to multiple businesses and brands. (15m44s)
• The desire to have a dedicated team for design, sales, and material procurement was realized gradually, highlighting a beautiful process of growth. (16m15s)
• Despite initial struggles with profitability and doubts about continuing the brand, a shift in focus from what was lacking to what was possible led to a change in perspective. (16m29s)
• A pivotal moment occurred on a Sunday morning, leading to a decision to change one's life and take control, symbolized by starting to run, which brought new visions and clarity. (17m53s)

Growth and Evolution of the Brand

• Initially, the speaker managed multiple roles, including sales, marketing, and design, starting from a garage and eventually expanding to multiple businesses and brands. (15m44s)
• The desire to have a dedicated team for design, sales, and material procurement was realized gradually, highlighting a beautiful process of growth. (16m15s)
• Despite initial struggles with profitability and doubts about continuing the brand, a shift in focus from what was lacking to what was possible led to a change in perspective. (16m29s)

Renewed Purpose and Motivation

• Reflecting on the original intentions of promoting culture and helping others led to a renewed motivation and happiness in work. (19m2s)
• When individuals start to believe in themselves and act out of love rather than fear, opportunities naturally arise without forcing them. The key concept is that fortune never misses its address. (19m23s)
• It is important to know one's passion and embrace one's roots, as understanding one's identity and cultural heritage allows for personal development and uniqueness. (19m57s)
• In Indonesia, there are numerous possibilities for those who pursue their interests, such as becoming a fashion designer if one loves fashion or a chef if one loves food. (20m50s)
• The human body tends to resist new ideas, but pushing beyond boundaries reveals many possibilities, especially when pursuing something with passion. (21m7s)
• Indonesia offers a rich variety of cultural opportunities, including traditional architecture and performing arts, which have their own markets. (21m41s)
• It is important to recognize that what suits one person may not suit another, as everyone is unique. Celebrating oneself and one's cultural heritage is encouraged. (22m22s)