Annisa Hendrato and Cendy Mirnaz founded Noesa in 2014, after graduating from Bina Nusantara University in 2012. They now run the company, together with a third partner, Shinta Uli, drawing on their backgrounds in art, design communication, project management and publishing. They describe Noesa as a studio that blends art, culture and nature in a refined mix. Their products take the fine traditional craftsmanship found in Indonesia and work these into designs that appeal to urban millennials such as themselves.
Cultural heritage however remains at the heart of Noesa’s mission. The studio collaborates with rural artisans by encouraging them to relearn ancestral traditions that have been forgotten or replaced, whilst increasing their earning power by linking these communities to the global market. They endeavour to document the culture of Indonesia by conducting their own research and seek to inform and educate their urban audience on Indonesian art and culture through their social media platform, publications and events. Noesa has held textile exhibitions and workshops in Jakarta. They have also participated in Jakarta Fashion Week in 2016, NY Now in New York in 2018 and INACRAFT in Jakarta from 2017-2019. In 2017, their camera strap product won an award from Femina Magazine in Indonesia in the Favorite Product Category whilst they were nominees for the DBS BIG (Bring Indonesia to Global) ‘Creative Business Challenge’ competition in 2016.