Stradenine, a local footwear brand from Surabaya, has recently captured the spotlight on social media. Known for its stylish casual and streetwear designs, the brand has gained a strong reputation among young Indonesians for offering quality products at highly accessible price points.
However, the brand recently found itself at the center of a public controversy regarding the Ministry of Social Affairs’ (Kemensos) “Sekolah Rakyat” (People’s School) program for the 2026 fiscal year. Speculation arose after netizens questioned the valuation of the footwear, with rumors suggesting that each pair of shoes in the project was priced as high as Rp700,000.
The Origins of the Viral Controversy
The issue gained traction in early May 2026, sparked by a circulated photograph from a 2025 ceremony. In the image, Minister of Social Affairs Saifullah Yusuf (Gus Ipul) and East Java Governor Khofifah Indar Parawansa were seen presenting shoes to students of the Sekolah Rakyat program.
See also:
- Social Affairs Minister Gus Ipul to Meet with KPK Regarding Sekolah Rakyat Procurement Controversy
- Sekolah Rakyat Shoe Controversy: Budgeted at Rp 700,000, Market Price at Rp 179,000
Netizens quickly identified the shoes in the photo as Stradenine products. Suspicion intensified after public access to the Ministry of Social Affairs’ General Procurement Plan Information System (SiRUP) revealed a budget of Rp27.5 billion allocated for 39,345 pairs of shoes for the 2026 fiscal year. Simple arithmetic led the public to conclude that the cost per pair was approximately Rp700,000—a figure deemed excessively high for school-grade footwear.
Stradenine Owner Clarifies the Situation
Addressing the growing public concern, Stradenine owner Reynaldi Kurniawan Daud issued an official clarification. Reynaldi expressed his surprise upon learning that his brand had been linked to a government project worth billions of rupiah.
While confirming that the products in the viral photo were indeed Stradenine, Reynaldi firmly stated that these were utilized solely for ceremonial purposes and had no connection to any official government procurement project. He emphasized that Stradenine has never received direct orders from the ministry nor entered into any formal government partnership. The brand’s operations remain strictly focused on retail sales through distributors, online marketplaces, and physical stores across Indonesia.
The Reality of Stradenine Pricing
To clear the air, the Stradenine management disclosed their actual pricing structure, noting that it is far below the figures circulating on social media. Reynaldi explained that their casual school shoe models typically retail for around Rp179,000, while their lifestyle and running shoes range up to Rp300,000.
Even their premium line, such as the “Kitaro” sneakers—crafted with Phylon & Rubber outsoles and breathable ripstop uppers—is priced at a maximum of Rp349,900. Similarly, their popular “Viona” slip-on series is sold for approximately Rp179,900, catering to consumers seeking simple, high-quality footwear at an affordable price.
Reynaldi highlighted that the brand’s growing popularity is a result of consistent social media engagement and organic customer reviews. He expressed deep concern that the viral misinformation could severely damage the brand’s image. He reaffirmed that Stradenine was built as a local, accessible brand for the public, and that there has never been any communication or meetings with government officials regarding large-scale supply contracts.
Ministry of Social Affairs Response
Minister of Social Affairs Saifullah Yusuf (Gus Ipul) also addressed the controversy, explaining that the Rp700,000 figure was merely an initial planning estimate and not the final procurement price.
Gus Ipul assured the public that the final acquisition would be conducted through a transparent and open tender process, which is expected to result in a significantly lower final cost compared to the preliminary budget. He reiterated that all procurement processes within the Ministry of Social Affairs must be conducted with integrity, free from any backroom deals or irregular practices.
Furthermore, Gus Ipul stated that he is prepared to be the first to report any findings of manipulation or illegal activities regarding goods and service procurement within the ministry to ensure full accountability.
Summary
Stradenine, a Surabaya-based footwear brand, recently faced public controversy after netizens linked its products to a government procurement program. Public scrutiny intensified when a Ministry of Social Affairs budget plan suggested a price of Rp700,000 per pair for shoes, significantly higher than the brand’s actual retail prices, which range between Rp179,000 and Rp349,900. The brand’s owner, Reynaldi Kurniawan Daud, clarified that Stradenine has never entered into official government contracts or large-scale supply agreements with the ministry.
In response to the allegations, Minister of Social Affairs Saifullah Yusuf explained that the Rp700,000 figure was merely an initial planning estimate rather than a final acquisition cost. He assured the public that the procurement process would be conducted through a transparent, competitive tender to ensure fair pricing. The ministry remains committed to accountability and has pledged to uphold integrity throughout the entire acquisition process.