Thoughtfully CRAFTED
For softer days ahead
Where Comfort, Care, and Family Come Together
Est. 2021
Awan & Co was founded by Shelvi and Farida. A mother and a grandmother brought together by shared values of comfort, care, and experience.
The story began with a simple need.
When Shelvi’s first child was born, she struggled to find clothing that felt truly soft for sensitive skin. Pieces that were thoughtfully made, gentle, and still accessible. Comfort was essential. Quality was non-negotiable.
What started as a personal search gradually grew into something more meaningful: a commitment to creating pieces that feel safe, calm, and lasting. Beginning with children and growing alongside families.
During the pandemic, when home became the center of everything, we were reminded that what we wear daily shapes how we feel. Clothing became part of rest, closeness, and emotional safety.
That was when Awan truly took form.
The Meaning of Awan
“Awan” means cloud in Indonesian.
It comes from a childhood dream.
Imagining what it would feel like to sleep on top of a cloud.
Soft. Light. Peaceful.
That feeling continues to guide us.
Softness, for us, is not only about fabric.It is about how something makes you feel.
Rooted in family values, we create gentle pieces that care for delicate skin, support local craftsmanship, and are proudly made in Indonesia.
Women Supporting Women
Built by women, and made stronger together with women.
Through sharing knowledge, developing skills, and nurturing craftsmanship, we hope to create not just products, but opportunities — together.
A Gentle Direction
We choose our materials carefully, with both delicate skin and the future in mind.
Today, we primarily use TENCEL™ for its smooth touch and breathability. We produce in small batches and move independently from fast fashion cycles, believing that children’s clothing should be lasting rather than disposable.
Our journey toward becoming a more sustainable brand is ongoing. It is not a statement of perfection, it is a commitment to keep improving, step by step.
Growing Together
With more than 30 years of experience combined in the children’s fashion industry, we design with an understanding of how little bodies move, rest, and grow.
At home, our own children grow alongside Awan. They wear it daily. They test its comfort. They remind us why softness matters.
Behind every piece are mostly women, skilled hands we continue to support through meaningful work and long-term collaboration.
Our iconic Awan logo appears quietly across our pieces, a subtle reminder of the dream that started it all.
Made in Indonesia. Worn Everywhere.
Awan & Co is proudly made in Indonesia, created with a global perspective and a long-term vision.
We began with children.
We continue with families, and the spaces they grow in.
Because softness is not an age.
It is a way of living.
Softness, thoughtfully made.
A Note from Us, the Founders
Awan began from a simple hope, that children deserve clothing as gentle as their early years.
We are still learning, still growing, and still choosing softness every step of the way.
— Shelvi & Farida
