Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Opportunities for the utilization of natural fiber fabrics in home living
textile products with the “back to nature” lifestyle trend
R. Febriani
Telkom University, Bandung, Indonesia
W.N.U. Bastaman
Universiti Sains Malaysia, Penang, Malaysia
M. Sutantio
Sekolah Tinggi Desain Indonesia, Bandung, Indonesia
ABSTRACT: The lifestyle trend of “Back to Nature” is widely adopted by the people of Indonesia,
especially urban residents who adopt a healthy and practical lifestyle and use natural-based products,
one of which are fashion products. Many local brand designers respond to this lifestyle by creating
clothing with natural fiber-based ingredients that can be used for daily activities, but this method is
seen as not yet widely implemented in home living products. Therefore, the authors see a business
opportunity that can be developed in the realm of the creative industries, especially home living
products by adding elements of natural fiber fabric utilization and other textile craft techniques to
the millennial market. This study uses a qualitative method with a business opportunity planning
approach. The biggest reason for this is that the adoption of more environmentally friendly methods
for the Indonesian fashion industry can be seen to provide many broad benefits.
Keywords: textile craft products, home living textile, natural fiber, lifestyle, business opportunities
1 INTRODUCTION
The phenomenon of environmentalism is now being carried over into the devleopment of fashion
products. Thus, the concept of products being environmentally friendly has evolved into sustainable
design and a sustainable fashion concept. The exposure to sustainable fashion was reinforced by
Sandy Black, who said that sustainable fashion reflects the interdisciplinary nature of fashion
and the complex dimensions between ethics and ecology as it occurs in the production process,
consumption, marketing, and representation which often involve the opposition of priorities to
be reconciled. (Black 2012). The eco-friendly method currently used by various fashion brands
in Indonesia and its trend is the use of natural fiber fabric in the garment production process.
Many local brand designers respond to this lifestyle by creating clothing with natural fiber base
materials that can be used for daily activities. However, this adaptation is not widely applied to
other sub-sectors of the fashion world, such as home living products.
The research problem is based on the conditions in which the development of the fashion industry
is growing and becoming one of the country’s largest economic resources, but not many designers
try to explore the techniques of craft art and natural fiber fabric material when making home living
products and combining them with fine art elements. With the innovation seen, there are business
opportunities that can be developed and able to compete in the local market. Combining the craft
of textile elements, especially in decorative elements, is a type of novelty that can be assessed as
DOI 10.1201/9781003193241-24
133
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Opportunities for the utilization of natural fiber fabrics in home living
textile products with the “back to nature” lifestyle trend
R. Febriani
Telkom University, Bandung, Indonesia
W.N.U. Bastaman
Universiti Sains Malaysia, Penang, Malaysia
M. Sutantio
Sekolah Tinggi Desain Indonesia, Bandung, Indonesia
ABSTRACT: The lifestyle trend of “Back to Nature” is widely adopted by the people of Indonesia,
especially urban residents who adopt a healthy and practical lifestyle and use natural-based products,
one of which are fashion products. Many local brand designers respond to this lifestyle by creating
clothing with natural fiber-based ingredients that can be used for daily activities, but this method is
seen as not yet widely implemented in home living products. Therefore, the authors see a business
opportunity that can be developed in the realm of the creative industries, especially home living
products by adding elements of natural fiber fabric utilization and other textile craft techniques to
the millennial market. This study uses a qualitative method with a business opportunity planning
approach. The biggest reason for this is that the adoption of more environmentally friendly methods
for the Indonesian fashion industry can be seen to provide many broad benefits.
Keywords: textile craft products, home living textile, natural fiber, lifestyle, business opportunities
1 INTRODUCTION
The phenomenon of environmentalism is now being carried over into the devleopment of fashion
products. Thus, the concept of products being environmentally friendly has evolved into sustainable
design and a sustainable fashion concept. The exposure to sustainable fashion was reinforced by
Sandy Black, who said that sustainable fashion reflects the interdisciplinary nature of fashion
and the complex dimensions between ethics and ecology as it occurs in the production process,
consumption, marketing, and representation which often involve the opposition of priorities to
be reconciled. (Black 2012). The eco-friendly method currently used by various fashion brands
in Indonesia and its trend is the use of natural fiber fabric in the garment production process.
Many local brand designers respond to this lifestyle by creating clothing with natural fiber base
materials that can be used for daily activities. However, this adaptation is not widely applied to
other sub-sectors of the fashion world, such as home living products.
The research problem is based on the conditions in which the development of the fashion industry
is growing and becoming one of the country’s largest economic resources, but not many designers
try to explore the techniques of craft art and natural fiber fabric material when making home living
products and combining them with fine art elements. With the innovation seen, there are business
opportunities that can be developed and able to compete in the local market. Combining the craft
of textile elements, especially in decorative elements, is a type of novelty that can be assessed as
DOI 10.1201/9781003193241-24
133