Pawaka // Look within

Following a yearlong period of transformation and renewal, PAWAKA is now entering its next exciting phase. Determined to deliver the highest product quality that emphasizes detail and sustainability, PAWAKA’s production will be moving to Japan with the upcoming launch of the S/S 2020 collection.

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Moving onwards, moving upwards.

Spirited design, an unshakeable appreciation for nature, and the celebration of nonconformist identities have continuously nourished the PAWAKA brand. Drawing on these building blocks, it is with great excitement that PAWAKA announces its S/S 2020 campaign LOOK WITHIN.

Life is change. But for change to be beneficial, we must observe carefully and lovingly. We must dive into the depths of our hearts. To be true, we must look within.

LOOK WITHIN was shot in Bali with two Indonesian models, Hayati and Gilang, wearing bold, word bearing designs by Ican Harem. Aside from presenting PAWAKA’s new S/S 2020 optical and sunglass eyewear, the LOOK WITHIN campaign is a visual urge to resist external expectations by cherishing one’s inner cosmos. Rather than succumbing to the status quo or adhering to the screen’s superficial lure, we should all LOOK WITHIN and be relentless in realizing our dreams.


Showcasing local talent, the S/S 2020 campaign LOOK WITHIN pays homage to PAWAKA founder Fa’ Empel’s home country Indonesia. The model Hayati was born in West Sumatra, grew up in Jakarta and with her shaved head she defies her culture’s beauty standards. By being truthful to herself, Hayati personifies strength and authenticity. Gilang, the campaign’s second model, is a DJ based in Bali; he is part of @pnny_, “a symbiotic collective of unique artists”. For LOOK WITHIN, Ican Harem, a multi-disciplinary artist, who is generally influenced by Indonesian kitsch culture, designed pieces that celebrate the streets of Bali’s sense of unpredictability.

[perfectpullquote align=”right” bordertop=”false” cite=”Fa’ Empel” link=”” color=”” class=”” size=”17″]BARDO


Heart pulses lava, It kindles pain, Fire wash our skin, In constant to remind. Spirit afloat, Amid a space, existed in all, Directions, Dimensions. Neither lost, Nor found, Enables us, To conduct change. Tomorrow, And Yesterday, Evokes us, Cultivate us, In different space,
At the same pace. Let us be reborn.[/perfectpullquote]

[perfectpullquote align=”left” bordertop=”false” cite=”Fa’ Empel” link=”” color=”” class=”” size=”17″]AWAKENING


Hey You. Too many selfies, not enough substances. Self-acknowledgment doesn’t come from a screen, look inside and delve in. Validate your self, constantly, independently. Self-compassion is rather within. You are beautiful, empowered, loved. As the essence of creation, we are made of Love, Love, Love. Now repeat after me…[/perfectpullquote]

The words CONDUCT CHANGE, VALIDATE, ACKNOWLEDGE, and LOOK WITHIN are flamboyantly presented on the fashion pieces—they are materialised, readable reminders of thoughtful behaviour and stem from two poems, Awakening and Bardo, written by Fa’.

PAWAKA was the code name of Fa’s grandfather during World War II and is also the Sanskrit word for fire. Embodying the symbolism of the colour red, PAWAKA represents the DNA we carry from our ancestors—the past, the present, and the future.

Stay tuned. Continue to look within.

Free press release: PAWAKA

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