Cozy Looks, Confidence Moves!

PAYU believes that clothing is not just about how it looks — but how it makes you feel.

We want every woman to experience warmth, comfort, and confidence, even on her busiest days.

That’s why every PAYU piece is designed with a fun and chic touch — elegant, yet effortlessly wearable. Our silhouettes are minimal with modern accents; soft tones, flattering shapes, and timeless details that you can wear from season to season.

We understand that active women need clothing that is not only stylish, but also comfortable and durable. PAYU uses soft, breathable materials that don’t stretch out easily — making them perfect for everyday wear, whether for school, work, or casual hangouts.

For us, fashion isn’t about chasing trends — it’s about staying true to yourself. PAYU is here to help women embrace their uniqueness: to feel beautiful, confident, and free to express who they are without trying too hard. PAYU aspires to become the go-to knitwear brand for Indonesian women — a brand that always accompanies, warms, and embraces the character of everyone who wears it.

Serena Cardy