Business · Companies · 12 hrs ago
Yogyakarta Fashion Label Builds Business With BRI’s LinkUMKM Support
Sri Utami developed Jogjastory from an idea for cycling shirts into a fashion business.
Based in Yogyakarta, Indonesia, the label uses organic cotton with local motifs and lurik, a traditional woven fabric made with local artisans.
The designs bring Yogyakarta culture into modern clothing, including outerwear and shirts.
Utami began handling business permits and expanding the product range in 2023, after customer interest grew.
Jogjastory sells through hotels, galleries, exhibitions and digital channels, but limited production capacity makes large orders difficult for its three workers.
Utami uses BRI’s LinkUMKM platform for business advice and mentoring; by September 30, 2026, it had more than 17.66 million users and 845 learning modules.
Jogjastory is a Yogyakarta fashion business that combines local cultural motifs with contemporary clothing.
Founder Sri Utami started the business with casual shirts designed for cycling and later expanded its product range.
The label uses organic cotton with hand-painted, digitised motifs and lurik made with local artisans.
Sri says BRI’s linkumkm platform has provided new knowledge and access to mentors.
As of September 30, 2026, linkumkm by BRI had more than 17.66 million users and 845 learning modules.
- Who
- Sri Utami, founder of Jogjastory, and BRI, which supports the business through linkumkm.
- What
- Jogjastory has developed a fashion business featuring Yogyakarta-inspired designs, while using BRI’s linkumkm support.
- When
- The business began during the pandemic; Sri started handling its legal registration and expanding its products in 2023.
- Where
- Yogyakarta, Indonesia.
- Why
- Sri wanted to make comfortable, casual and urban shirts for cycling, then broadened the business as customer interest grew.
This story does not have two clearly opposing sides.
Sri Utami came up with the idea for cycling shirts and began selling them through pre-orders.
Sri began handling the business’s legal registration and expanding Jogjastory beyond shirts.
linkumkm by BRI had more than 17.66 million users and 845 learning modules.
- Business
- Jogjastory, under PT Jayasri Samahita Utama
- Founder
- Sri Utami
- Product materials
- Organic cotton and lurik made with local artisans
- Workers
- Three
- linkumkm users
- More than 17.66 million as of September 30, 2026
- Learning modules
- 845 as of September 30, 2026
What people are saying
Jogjastory began during the pandemic, when I was spending a lot of time outside the home cycling. From there, the idea came to make a shirt that was comfortable to wear while cycling, but still casual and urban in style.
Through linkumkm by BRI, I also gained a lot of new insights and knowledge from mentors.
Strong MSMEs are an important foundation for national economic growth.