To Commemorate Earth Day, Pegadaian Launches PURE Movement Campaign

The event also serves to commemorate World Earth Day, which fell on 22 April. The launch of this programme took place at Pegadaian Tower in Jakarta. 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. Director of Human Capital at PT Pegadaian, Tribuana Tunggadewi, 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 values. “Through the PURE Movement, we are transforming the uniform replacement momentum 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,” said Dewi in a written statement on Wednesday (29/4/2026). “These uniforms will be processed by third-party partners into new textile products,” she added. Furthermore, 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. Director of Network and Operations at PT Pegadaian, Eka Pebriansyah, revealed 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 year. Currently, there are 12,000 SMEs connected in GadePreneur, of which 2,000 are undergoing intensive mentoring programmes,” said Eka. “We will curate fashion sector SMEs to utilise this recycled fabric as raw material for their creations,” he added. Through the PURE Movement, Pegadaian demonstrates that company 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.