At Saadeea, we're building a better future for fashion that respects both the planet and the people who wear it. We are a sustainable fashion brand that creates pieces designed to last, feel good, and do good.
In a world where fast fashion dominates and garments rarely last, we're committed to thoughtful choices. We focus on sourcing and developing only high-quality and sustainable materials that address these issues and leave a lighter footprint.
Material Selection
At Saadeea, fashion sustainability starts with fabric. We choose materials that are better for the earth and better for your skin.
Our collection features TENCEL™ Lyocell, sourced from eucalyptus trees using less water and land, and TENCEL T™ X REFIBRAT™, which blends upcycled cotton with wood-based fibers.
We use organic cotton grown without harsh chemicals, Eco Linen nourished by rainfall, and EcoVero ™ Rayon that supports cleaner production.
You'll also find Eco Silk from mulberry trees, REPREVE® polyester made from recycled bottles, Eco Rib Knit spun from bamboo, and Recycled Cashmere recovered from post-factory waste.
We work with regenerative wool and ECONYL® nylon, giving waste a second life and redefining what sustainable fashion looks and feels like.
Creating Limited Quantities
At Saadeea, we believe in thoughtful design and intentional production.
We release new styles in limited quantities and only increase production when the items are well-received based on customer feedback. This approach helps us reduce overproduction and garment waste while offering exclusive pieces that feel personal to our customers.
We prioritize pre-orders and waitists to support slower, more sustainable fashion and to make sure every item has a place before it's made.
Empowering Small Medium Entreprises and Teams
We build our own small team and supply chain carefully. From our in-house design teams to small and medium enterprises (SMEs), garment makers, raw material suppliers, and our online and boutique teams, we value our employees and partners. This begins with fair wages and safe, supportive work environments that help improve quality of life.
We welcome people of all backgrounds and believe in practicing equality. We work closely with SMEs that employ a majority of women in Indonesia, and we aim to expand this support to other developing countries. Our goal is to empower more women to become skilled, independent individuals.
Taking care of our teams and everyone involved in the process is one of our core responsibilities as a sustainable fashion brand.
Our Journey
Saadeea was founded by a self-taught designer with roots in Hong Kong, Indonesia, and Europe. Her passion for fashion began at the age of 18, shaped by years of experience in the modeling industry. After taking time to focus on her family and other business ventures, she returned to the fashion world in 2020 with a renewed sense of purpose.
Her travels across continents continue to inspire designs that feel vibrant and refined while maintaining a distinct character.
With a background in the renewable energy sector, she integrates sustainable values into every part of the brand.
As a sustainable fashion brand, Saadeea creates timeless, comfortable clothing for both daily wear and special occasions. The name "Saadeea" is derived from Arabic, meaning "happiness," reflecting the brand's purpose to bring beauty, comfort, and joy into everyday life.
Indonesia (2020) Saadeea was founded in Jakarta, where it began as a wholesale garment producer focused on uniforms and bulk orders for offices and government institutions. The brand started with a clear purpose to deliver consistent quality and trusted service.
Indonesia (2022) In just two years, Saadeea evolved into a sustainable fashion brand with a ready-to-wear collection. We combined a love for fashion with everyday comfort, designing clothing that brings joy to those who wear it.
By partnering with small and medium enterprises across Indonesia, we continue to create timeless pieces made for all seasons and occasions. Each collection reflects our commitment to quality, unique prints, and accessible style that feels good and looks effortless.
Our Expansion
Hong Kong (2023) In 2023, Saadeea expanded into the global fashion space with a deeper focus on heritage, cultural detail, and the art of refined basics and resort wear. By September, we elevated our quality and design to better serve the Asian market. Our exclusive prints and patterns became signature elements of the brand.
Much of our inspiration comes from travel, art, and the diverse stories that shape our point of view.
While all garments continue to be produced in Indonesia, our creative direction is led in-house from both our Hong Kong and Indonesian headquarters. Every step, from sketching to painting and illustration, is done with care to create collections that begin with meaning and purpose.
We introduced preview collections at a boutique in Soho, Central Hong Kong, and have continued to grow since then.
As a sustainable fashion brand, we stay grounded in our commitment to thoughtful design and responsible production.
Milestones
Hong Kong (2024) In January 2024, Saadeea reached a meaningful milestone by becoming one of the resident brands at Blossom & Beyond, a concept store located in Central, Hong Kong. We are proud to be featured alongside other inspiring local brands that share a passion for design and craftsmanship.
Hong Kong (2025) In April 2025, we launched our online store, opening the door to international markets and growing our global community.
This step marked a new chapter in making Saadeea more accessible to women around the world who value comfort, elegance, and sustainable fashion.
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