SAADEEA is dedicated to building a better future for fashion, one that appreciates both the Earth and humanity. Our mission is to continuously provide our customers with pieces they love, crafted from high-quality sustainable materials.
Every day, millions of clothing items contribute to waste, with many made from synthetic fabrics that do not decompose easily. In response, we focus on sourcing and developing only high-quality and sustainable materials that address these issues and offer long-lasting solutions.
Material Selection
At SAADEEA, we prioritize sustainability by selecting high-quality materials with a positive environmental impact. Our collection includes TENCEL™ Lyocell from Eucalyptus trees, requiring less water and land, and TENCEL™ x REFIBRA™, which promotes recycling with cotton waste. We use organic cotton, grown without harmful chemicals, and Eco Linen, which thrives on rainwater. EcoVero Rayon boasts reduced water consumption, while Eco Silk is sourced from organically farmed mulberry trees. Additionally, we incorporate REPREVE® Polyester made from recycled plastic bottles, soft Eco Rib Knit from bamboo, and Recycled Cashmere from post-factory waste. Our regenerative wool enhances soil health, and ECONYL® nylon is crafted from waste, all chosen for quality, comfort, and sustainability.
Creating Limited Quantities
At SAADEEA, we believe in authenticity and efficiency as core values. Each week, we introduce new styles in limited quantities, producing more only if they are well-received based on customer feedback. We prioritize pre-orders and waitlists to avoid overproduction and reduce garment waste, ensuring that our customers enjoy exclusive pieces that set them apart.
Through these practices, SAADEEA tends to maintain the slow fashion movement, committed to sustainability, quality, and a better future for fashion.
Our Journey
Saadeea was founded by Lidwina Handoyo, a self-taught designer who resides in Hong Kong, Indonesia, and Europe. With a passion for fashion that began at the age of 18, Lidwina has spent years immersed in the industry, gaining valuable experience in modeling. After a hiatus to focus on her family and other business ventures, she made her triumphant return to fashion in 2020.
Her extensive travels across continents have profoundly influenced her designs, infusing them with vibrant styles that retain a unique character. As a practise in the renewable energy sector, Lidwina integrates sustainable practices into every aspect of Saadeea, ensuring that each piece is not only timeless but also environmentally conscious.
Saadeea aims to provide comfortable, exquisite clothing suitable for any occasion—be it daily wear or special holidays. The name "Saadeea" is derived from Arabic, meaning "happiness," reflecting the brand's commitment to bringing joy and elegance to every wardrobe.
Indonesia (2020) Saadeea was established in Jakarta, its home country, starting as a wholesale garment production company focused on uniforms and bulk orders for offices and government institutions.
Indonesia (2022) In a blink of an eye, Saadeea transformed into a ready-to-wear collection with a focus on sustainability. We combine our love of fashion with head-to-toe daily comfort, creating happiness in every piece. Partnering with numerous small and medium enterprises across Indonesia, we strive to provide timeless, comfortable garments that can be worn in every season and occasion. Our collections ensure that looking fabulous is affordable, featuring high-quality materials and unique, exclusive prints.
Our Expansion
Hong Kong (2023) In 2023, Saadeea entered the next level of the global fashion industry, focusing on the intricate details of heritage and culture in both basic and resort wear. In September, we enhanced our quality and style to better adapt to the Asian market, with our exclusive patterns and prints becoming key highlights of our brand identity. Our inspirations are drawn from a diverse range of sources, primarily travel and the arts.
While our garment production remains in Indonesia, our creative and design processes are uniquely executed in-house at our headquarters in both Hong Kong and Indonesia. This collaborative effort involves extensive design, painting, and illustration, ensuring a thoughtful approach before launching collections in stores.
We showcased some of our preview collections at a boutique in Soho, Central, Hong Kong, and have experienced significant growth since then. Throughout this journey, we remain committed to sustainability as the core of our mission.
Milestones
Hong Kong (2024) In January 2024, Saadeea achieved a significant milestone by becoming one of the resident brands at Blossom & Beyond, a concept store in Central, Hong Kong, alongside other remarkable local brands.
Hong Kong (2025) In April 2025, we launched our online store, expanding our reach to international markets and enhancing our global presence.
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