What if 'good design' wasn’t about adding more, but about perfecting what remains?
From our home in the serene highlands of Bandung, Indonesia, we look to a philosophy that has guided the Sundanese people for generations. It’s a way of life that values simplicity, harmony, and an inherent sense of goodness.
At the heart of SAÉ, we are guided by three simple yet profound Sundanese words. They are our compass, our checklist, and the soul of every object we create. These are not just words to us; they are the pillars of our design philosophy.
1. Basajan — A Deeper Simplicity
In English, Basajan translates to 'simple'. But its meaning runs deeper than mere minimalism. It is a state of being uncluttered, of finding beauty in the essential, and of being free from the unnecessary. It is a quiet confidence that needs no excess to be seen.
How this translates to our designs: In our apparel, Basajan is the clean silhouette, the absence of loud logos, and the focus on a timeless cut that will feel right today and years from now. For any object we design, it is our commitment to pure function and honest form, allowing the quality of the material to speak for itself.
2. Merenah — The Feeling of a Perfect Fit
Merenah is a beautiful Sundanese word that is difficult to translate with a single English equivalent. It means fitting, suitable, comfortable, and appropriate, all at once. It’s the feeling of something being just right—not too much, not too little. It is effortless harmony.
How this translates to our designs: For our Essential Tee, Merenah is found in the meticulous pattern-making that ensures it drapes on the body with an effortless grace. It’s the comfort that makes it feel like a second skin, moving with you, not against you. For a future object we might create, Merenah could be the way it rests perfectly in your hand, its function feeling entirely intuitive.
3. Saé — The Soul of Inherent Goodness
The name of our brand, Saé, is our ultimate promise. While it simply means 'good' or 'fine', its spirit signifies a much deeper quality. It represents integrity, authenticity, and the positive soul of an object. It is the undeniable feeling of true quality.
How this translates to our designs: Saé is the tangible quality you can feel in our sustainable bamboo cotton. It is the integrity of every stitch, ethically crafted by our artisan partners here in Bandung. It is the peace of mind that comes from owning a well-made object designed to last. Ultimately, Saé is the good feeling that our products aim to bring into your life.
Basajan, Merenah, and Saé are more than just design principles; they are a reflection of a more mindful way of living.
Every piece we create is an invitation to experience this philosophy—to find comfort in simplicity, confidence in the perfect fit, and joy in true quality.
This is our story. This is our promise.
Welcome to SAÉ.
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