Raised by her Javanese culture enthusiast mother around their family-run Batik workshop, Nonita was inspired to pursue Indonesian heritage as her main design focus. After a successful career in the fashion media, Nonita finally created her own label, Purana, in 2009. Purana, which means ‘old scripture’ in Sanskrit, is committed to adopting local wisdom by utilizing artwork made by local artisans and combining them with fashionable cuts, patterns, and color mix.

As the Creative Director, Nonita experiments with traditional batik techniques, hand-weaving, tie-dyeing, modern geometrical motifs, and incorporating paintings into fabric to create unique ready-to-wear pieces that reflect commitment to local artisanship.

Purana collections are presented in multi-function, multi-style, free-size, and relaxed loose-cuts to provide flexibility for all-shaped active women to be stylish comfortably.