Two decades ago, specifically in 2005, napocut emerged as a pioneer of Paris hijabs in Indonesia. The name napocut itself is derived from the Acehnese language, where "na" means "there is," and "Pocut" symbolizes the nobility of a woman. The philosophy behind this name reflects the hope that women who wear the hijab deserve respect for covering their aurat.
The napocut Journey to Becoming a Pioneer of Japanese Paris Hijabs
Starting from a multi-generational family craft business, Pocut was born with the spirit of providing hijabs that are not only high quality but also hold aesthetic value.
- 2005: Pocut emerged as part of a handicraft business that had been developing for a long time, carrying the mission of spreading goodness through comfortable and elegant hijabs.
- 2006-2011: Customer trust continued to grow, making Pocut a pioneer of Japanese Paris hijabs. Its presence in renowned shopping centers such as Tanah Abang, ITC Kuningan, and Mayestik solidified its position as the top choice for hijab users at the time.
With a strong foundation, Pocut continued to evolve, introducing innovations and maintaining the quality that has become its signature.
From Pocut to Transforming into napocut
As trends and needs evolved, Pocut kept innovating to offer more than just hijabs. This change was not just about the name, but also about strengthening character and identity in a deeper sense.
- 2012: Pocut evolved into napocut, strengthening its identity with embroidered hijabs inspired by Indonesia's cultural richness. The featured signature motifs became a reflection of local beauty and wisdom in every strand of fabric.
This transformation was the first step toward a new journey, where napocut continues to innovate without leaving its traditional roots behind.
napocut Strives to Stay Closer to Its Customers
From the beginning, napocut has always aimed to provide the best experience for its loyal customers, affectionately known as nicePeople. This closeness is cultivated through various innovations, both online and offline, to ensure every product is more easily accessible.
- 2015: The beginning of website optimization for online sales. At that time, nicePeople began to enjoy a more practical hijab shopping experience.
- 2019: Started becoming known at bazaars and major fashion events, entering department stores in several Jakarta malls, and gaining status as an authorized Swarovski brand in Indonesia.
- 2020: napocut entered various online marketplaces to provide the best product quality and service.
Until now, napocut continues to innovate to get even closer to nicePeople, delivering a more personal experience and maximum service.
From One Step to the Next
Every step napocut takes is a story about a dream that grows and develops. From our rebranding beginnings to our latest innovations, everything we offer is for you.
- 2022: napocut was born with a new look, stepped onto the Jakarta Fashion Week 2023 stage, and opened its first flagship store in Gandaria City.
- 2023: napocut opened in Pondok Indah Mall 2, bringing a more personal and comfortable shopping experience. In the same year, we launched the Plain Twill hijab innovation, known as The Next Level Plain Paris.
And this journey is not over yet. There are still many stories we are writing together, and many more surprises to accompany every step nicePeople take.
Continuing to Move Further with New Innovations
The years 2024 and 2025 mark major steps for napocut in expanding its reach and introducing innovations that support comfort and an active lifestyle.
- 2024: napocut expanded its reach by opening stores in Padang, Cibinong City Mall 2, Bintaro XChange 2, Pekanbaru, and a booth in Singapore. The Core Comfort collection, innerwear made from TENCEL™ Modal-based, was launched to provide comfort in basic essential pieces. napocut also released EasyOn sport activewear, which was worn by Kempo athletes at the 2024 PON XXI Aceh-Sumut National Sports Week.
- 2025: napocut introduced the Plain UltraSoft high-quality soft hijab and continued its expansion by opening stores in Yogyakarta and Jambi.
With these steps, napocut hopes to continue being a part of a comfortable and high-quality modest lifestyle journey.
Over 20 years of creation, napocut now has 18 offline stores and has formed various collaborations with content creators, brands, government agencies, state-owned enterprises (BUMN), and many more. Every step brings new stories and inspiration. With the same spirit, napocut wants to keep #WalkingTogether (#MelangkahBersama) on every nicePeople journey. We will continue to provide quality products and accompany every special moment. Thank you, nicePeople, for being part of this journey. Our story is still long!