RUPA is the first and only contemporary fashion brand that focuses on adapting the traditional batik to become more relevant to the younger generation. The brand brings fresh and innovative batik in forms of clothing and accessories following the current fashion trend. The name "RUPA" itself means keadaan yang tampak di luar in Bahasa Indonesia.

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The common patterns used in the products are existing batik; mega mendung, adapted traditional batik; kawung and RUPA's original batik; Bhinneka and Go With the Flow.

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The fashion products are ranging from graphic tees, tote bags to bucket hats and slip ons. All based on the survey done on Generation Z.