SATE: Letycia Thedrica’s brand makes responsible fashion more accessible for Gen Z in Indonesia

What is SATE and why did you create it? 

SATE was initially born from a personal struggle. I found it difficult to find clothing in Indonesia that felt aligned with both my values and my identity. Based on my research, the market is still heavily shaped by a fast fashion mindset, where affordability and rapid turnover are prioritised, and consumer behaviour is largely driven by trends.

After moving to London, I saw the range of brands that incorporated sustainability in ways that felt fresh, contemporary, and relevant to younger audiences.

SATE therefore became more than just a fashion brand. It became a project to bridge the gap between sustainability and desirability for Gen Z women in Indonesia, creating ready-to-wear pieces that feel modern, versatile, yet conscious.

What surprised you most about Indonesian Gen Z shopping habits?

Through my research, I found an interesting contradiction. Sustainability is widely discussed, but not always understood, and most consumers prioritise product design and price, often seeing sustainable fashion as less fashionable, less accessible, or not aligned with their personal style.

Another recurring insight was concern around quality. With the widespread fast fashion model adopted by many local brands in Indonesia, consumers often expressed dissatisfaction with product durability and long-term value.

These findings significantly shaped SATE. Rather than positioning sustainability as the primary selling point, I focused on integrating it naturally into the overall experience. The aim was to first create products that people genuinely want to wear, pieces that are visually appealing and emotionally connected to Gen Z lifestyles, while also ensuring they are built to last and meet consumer expectations in terms of both durability and wearability.

How did you approach the design, branding and product development to balance style, functionality and responsible production?

SATE is designed to feel natural rather than obligation-driven. I started with what consumers already value - style, versatility and wearability.

From a design perspective, SATE prioritises longevity in both colour and aesthetic to ensure relevance beyond seasonal trends. The collection draws from nature, archive pieces, and utilitarian references, balancing functionality with a classic yet contemporary aesthetic. Versatility became a core principle throughout the collection, with every item intentionally designed to work cohesively together so that any top can be paired with any bottom.

The design process itself also involved extensive curation and looking beyond fashion as a source of inspiration. I explored consumer culture, accessories, architecture, and creative direction to better understand the wider visual language and lifestyle surrounding SATE’s target audience. Rather than designing pieces in isolation, I wanted the collection to feel naturally aligned with the consumer profile and the way Indonesian Gen Z express themselves through fashion and broader cultural influence.

Collaboration was key. I worked with industry experts and consumers to shape decisions across materials, design and production. Their perspectives were important in ensuring that SATE was not only aligned with what consumers genuinely want but also with what should be prioritised when building a responsible brand. The most important consideration was the garment’s full lifecycle, ensuring responsibility beyond purchase.

From a branding perspective, I wanted SATE to feel approachable. The visual language leans towards organic imagery and content that reinforces the brand’s considered aesthetic while adopting a mindful commerce approach. Rather than encouraging excessive consumption, it aims to create a more thoughtful relationship and a strong sense of ownership between consumers and their clothing.

What's next for SATE?

I hope SATE contributes to a shift in the way we think about clothing itself. I want consumers to realise that responsible choices do not have to come at the expense of self-expression, and I hope brands begin to see sustainability not as a trend or marketing language, but as something that should shape every layer of decision-making. More than anything, I hope SATE encourages conversations around designing better systems, because I think meaningful change in fashion is not only about producing differently, but also about rethinking the relationship people have with what they wear. 

As I’m due to graduate soon, I’d love to develop SATE further and explore collaborations within the industry. The project has deepened my understanding of Indonesia’s fashion system, and if it contributes, even in a small way, to changing consumer mindsets and industry practices, that feels meaningful.

The LCF Undergraduate Class of 2026 Exhibition is open from 13 July – 18 July 2026, Monday – Saturday, 10am - 5pm at London College of Fashion, UAL, East Bank campus.

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