This study aims to discover the imitation batik sarong in term of their design, which includes the motifs, colours and structure. The method is by field visit, observation and interviews. The scenario in the batik industry and detail about the characteristic that fooled consumers was stated in this study. The imitation batik is not a traditional batik sarong, because they are not aesthetically sustained the traditional technique and characteristic is also different. In a future study, this research should define how the role of innovation can continue, and the traditional batik flourishes without shading off the batik tradition. Keywords: Batik, Design, Imitation, Malaysia, Sarong, Traditional, Wax. eISSN: 2398-4287© 2020. The Authors. Published for AMER ABRA cE-Bsby e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v5iSI3.2539