Tangible Action for Earth Care: Pegadaian Initiates the PURE Movement
PT Pegadaian has launched a sustainability initiative titled the PURE (Pegadaian Uniform REcycle) Movement at Pegadaian Tower in Jakarta on Wednesday, 22 April 2026. This programme represents the company’s tangible effort to manage textile waste by recycling old employee work uniforms into beneficial fabric materials, while also commemorating Earth Day.
As part of the celebrations for Pegadaian’s 125th anniversary, the PURE Movement targets the collection of used uniforms from all headquarters employees, with a goal of 500 kilograms in the first phase, which will run for the next month. Tribuana Tunggadewi, Director of Human Capital at PT Pegadaian, explained that the PURE Movement is more than just an environmental action; it is an effort to build a culture of responsibility in the workplace that aligns with Pegadaian’s Brilian Way corporate values.
“Through the PURE Movement, we are transforming the uniform replacement moment into a tangible circular action. We are not only focused on reducing waste but also on building awareness of responsibility for every company asset we use. These uniforms will be reprocessed by third-party partners into new textile products,” said Dewi.
Dewi emphasised that this recycling step is taken to maintain the company’s brand integrity. Given that the office uniforms are equipped with official logo attributes, direct distribution to external parties risks misuse of the company’s identity.
Therefore, converting them back into fabric fibres is the safest and most responsible solution. The programme also integrates environmental aspects with community economic empowerment.
Eka Pebriansyah, Director of Network and Operations at PT Pegadaian, stated that the recycled processed fabric will later be distributed to thousands of Pegadaian-supported SMEs joined in the GadePreneur ecosystem. “This is a collaboration that aligns with the spirit of Earth Day and Pegadaian’s 125th anniversary. Currently, there are 12,000 SMEs connected in GadePreneur, with 2,000 of them undergoing intensive mentoring programmes. We will curate fashion sector SME actors to utilise this recycled fabric as raw material for their works,” said Eka.
Through the PURE Movement, Pegadaian demonstrates that corporate waste can be transformed into economic opportunities (value co-creation) for society. This step also reinforces Pegadaian’s commitment to implementing Environmental, Social, and Governance (ESG) principles to preserve the earth while promoting inclusive national economic growth.