MEET SEMULA

An interview with Semlua: Rooted in Indonesian heritage and guided by conscious design, Semula is built on a simple but powerful idea: go back to the beginning.

Founded by a maker with a deep respect for craft, culture, and the planet, Semula isn’t just about creating beautiful clothes — it’s about creating with meaning. From the use of deadstock materials to the celebration of Tenun, a traditional handwoven textile, every Semula piece is a meditation on where fashion comes from, and where it should go next.

We sat down with the founder, Thesia Yomalita, to talk about starting from scratch, honouring your roots, and why slow isn’t just a process, it’s a philosophy.

Q&A

Let’s start with the name — what does ‘Semula’ mean to you, and why did it feel right for the brand?

Semula means ‘back to the beginning’ in Indonesian - a name that reflects our commitment to returning to thoughtful, sustainable practices in fashion. At Semula, we honour natural materials, traditional craftsmanship, and conscious design, embracing minimal production and slow fashion to create pieces that respect both people and the planet.

What was the beginning, the moment you knew this brand had to exist?

I created Semula out of a deep passion for making and creating. It started as something honest and personal. As I shaped the vision for the brand, I began reflecting on what truly represents me. Being someone who isn’t originally from the UK, I knew my heritage was a meaningful part of my identity and something that could set my brand apart.

Around this time, I was also studying fashion business and became aware of the fashion industry’s impact on the environment. I learned about ethical practices and realised how deeply these values aligned with the way I try to live every day. It became clear that if I was going to build something, it had to be more than just beautiful - it had to be thoughtful and responsible.

To some, fashion may seem superficial. But to me, it’s a powerful form of self-expression. It makes me feel confident and connected to myself. I wanted to create a brand for people like me: those who love fashion, but don’t want to compromise their values or the wellbeing of others in the process.

There are many fashion brands out there, but none with my story, my heritage, or my perspective. Semula is my way of contributing something honest, intentional, and rooted in both creativity and care for the planet.

How would you describe Semula’s look? And what’s your filter for deciding if something’s “Semula” or not?

Semula’s look is comfortable, chic, and effortlessly put together. If a piece feels easy to wear, timeless, and makes you feel confident without trying too hard - that’s when I know it’s “Semula.”

What drew you to working with deadstock — was it an ethical decision, an aesthetic one, or something else entirely?

It was both an ethical and aesthetic decision. I care deeply about minimizing waste and making sustainable choices, and using deadstock allows us to work with beautiful existing fabrics that might otherwise go unused. It also helps keep our production limited and intentional - something that’s important for us as a small brand. At the same time, it allows us to offer quality, versatile pieces at more accessible price points, which feels like a win for both our customers and our values.

Tenun features heavily in your work. What makes it such a meaningful choice for Semula?

Tenun is an Indonesian traditional handweaving technique, and incorporating it into Semula is my way of honouring my heritage. It gives the brand a unique aesthetic, but more than that, it helps support and preserve a craft that many women in places like Bali rely on for their livelihood. Using Tenun allows me to merge my cultural roots with my modern design sensibilities in a way that feels authentic and meaningful.

What’s something about building a slow, conscious label that no one talks about — but really should?

How hard it really is behind the scenes. I run Semula alongside a full-time job, and it takes time, money, and a lot of emotional energy to build something from the ground up - especially when you’re trying to stay true to your values. That’s why Semula grows slowly and intentionally. I think it’s important to be transparent with customers: small, slow brands are people too, and we’re doing our best with what we have.

Fassion exists to give the right kind of brands the spotlight. Do you see a shift happening with audiences searching out emerging brands like Semula?

Yes - and it’s so encouraging to see. More people are starting to seek out unique brands that reflect their individuality. I think there’s a growing awareness that fast fashion can feel repetitive, and people are looking for something more personal and meaningful. It’s great to see that shift - it creates space for more diverse voices and visions in the fashion industry.

What’s coming next for Semula?

We’re continuing to take things slow and stay rooted in our values. What’s next is more effortless silhouettes using Tenun and other sustainable fabrics. I’m excited to keep exploring how traditional craftsmanship can live in a modern wardrobe - but like all good things, it takes time. And that’s exactly how we want it to be.

To celebrate Ruaa Elmansuri joining FASSION, we're offering 15% discount on all Ruaa Elmansuri Products for the next week with the code SEMULA15.