Pijakbumi: The Emerging Designer of Indonesian Sustainable Footwear in MICAM Milano 2020

Milan, 24 September 2020 – Pijakbumi, supported by Indonesian Trade Promotion Center (ITPC) Milan and Indonesian Embassy in Rome has participated in MICAM Milano International Footwear Exhibition (MICAM Milano) 2020 for the second time which took place from 20 to 23 September 2020 in Rho Fiera, Milan, Italy. The Indonesian sustainable fashion brand, Pijakbumi, has earned their place in MICAM as an Emerging Designer for their innovation in designing eco-aesthetic footwear and leather goods.

MICAM Milano is the leading international trade fair in the footwear industry with over 1700 footwear collections at each edition, a perfect fusion of business and fashion. Even during current pandemic situation, this edition had witnessed novel designs from more than 500 companies, showcasing to around 5.000 buyers coming from around Italy and Europe. MICAM Milano has been the landmark event for footwear industry professionals from all over the world, and it is such an achievement for this edition to be the first exhibition that was held after the Italian national lockdown.

Pijakbumi was chosen by MICAM to showcase their work as an Emerging Designer because of their original design while maintaining sustainability as the main value. Along with 9 other designers from around the world, Pijakbumi’s booth is located in a dedicated area only for MICAM’s Emerging Designers, specifically at Hall 1, ED-06. Unfortunately, due to travel restrictions related to Covid-19, Pijakbumi has to participate in the exhibition remotely from Indonesia, facilitated by Indonesian Trade Promotion Center (ITPC) Milan and the Embassy of the Republic of Indonesia in Rome in the exhibition area.

This exhibition feels special because it is the first trade fair after the nation wide lockdown in Italy. It feels even more special as we are very proud of Pijakbumi to have been chosen as MICAM’s Emerging Designer and to be the only participant from South East Asia,” says Narita Nurindah Hatibie, the Director of ITPC Milan.

In this edition, Pijakbumi launches and features their new ATLAS Sneakers that are 95% made from plants. The shoes are made from natural fibers, with accents that are made from hand-woven water hyacinth, and based with shoe soles made from natural rubber. The founder of Pijakbumi, Rowland Asfales, explains that Pijakbumi choses carefully the materials based on three criteria: less water consumption, harmless for the environment, and eco-friendly waste management.

Footwear designs by Pijakbumi have attracted many curious visitors during the exhibition. In total of 13 active potential buyers have shown interest to further their business with cooperation with Pijakbumi. Most of these buyers are based in Italy, while the rest are coming from Switzerland, Germany, France, Belgium, Japan, and Australia. They value the originality of the designs, the collaborations with Indonesian artists, but more importantly the innovative methods that Pijakbumi used to move forward in the sustainability path. To discuss more thoroughly about Pijakbumi products, prospective buyers can meet Rowland Asfales directly through video meeting setup that is available in the booth.

As one of the Emerging Designers, we get the privilege to be supported by MICAM in connecting with footwear stores in Italy. So, hopefully Pijakbumi shoes will be available soon to walk the streets around Italy”, says Rowland Asfales for the near future plan of Pijakbumi in Italian market.

For further information:

Ms. Narita Nurindah Hatibie
Director of ITPC Milan
e-mail :

Mr. Rowland Asfales
Founder of Pijakbumi
e-mail :