TheJakartaPost

Please Update your browser

Your browser is out of date, and may not be compatible with our website. A list of the most popular web browsers can be found below.
Just click on the icons to get to the download page.

Jakarta Post

The reign of Local Brands

Crazy about fashion from international designers and labels? It’s time to change your mind, as Indonesian brands are on the rise, offering cool, trendy and quality products

Triwik Kurniasari (The Jakarta Post)
Jakarta
Sun, May 29, 2011

Share This Article

Change Size

The reign of  Local Brands

C

razy about fashion from international designers and labels? It’s time to change your mind, as Indonesian brands are on the rise, offering cool, trendy and quality products.

Are you someone who is willing to spend millions of rupiah to get the latest Louis Vuitton signature purse or Hermes handbag in the hopes that these accessories might boost your social status?

Are you one of those people who doesn’t mind flying to neighboring countries to get the newest edition of Chanel’s tweed dress or Armani’s fall/winter suit so you can show and tell your buddies how up-to-date you are?

There’s nothing wrong with the international brands, which are crafted and created artistically and skillfully by talented, top-level designers.

The question is, why don’t you spend the money to buy fashion items or accessories made by local designers that offer much more reasonable prices?

The thing that might pop up in your in mind is, “Where can I find local boutiques that offer qualified products?”

For many years, posh shopping malls have been flooded with outlets filling their cupboards and racks with costly international products, leaving many of us to wonder where the local brands are.

But there’s no need to look far anymore, because from now on you can find dozens of local products in lifestyle stores at a number of shopping centers in Jakarta.

The spirit of developing local brands has grown in the last three years, marked with the establishment of fashion stores dedicated to the creations of Indonesian designers.

Many fashion lovers have become familiar with Level One at Grand Indonesia and The Goods Department at Plaza Indonesia.

Mazee, a vast creative store on the sixth floor of FX in South Jakarta’s Senayan, accommodates more than 50 selected local brands with various lifestyle products. JP/Triwik Kurniasari

We also have Mazee, a 1,675-square-meter creative store situated on the sixth floor of FX in Senayan in South Jakarta, which accommodates more than 50 selected local brands with various lifestyle products, clothing, accessories, toys and much more.

Inside the store, which was established in July 2010, it feels like you are in a big room with a snaking labyrinth.

The interior is reminiscent of a stylish garage, decorated with second-hand drums, ropes and wooden materials on the upper parts of the space.

“We want to bring the concept of a free urban market. So once you are inside, you feel like you are in a market. This is a place where you can find local products made by young designers,” says Riza Fahlevi, Mazee’s event and promotion section head.

Local designers are extremely creative and innovative, but they face an obstacle in promoting their products due to limited funds, he says.

Therefore, they are underexposed and surpassed by foreign brands, even in their own home.

And Mazee, he adds, is designed to be a creative hub for youngsters.

“There are many talented and creative young people out there, but the problem is they don’t know much about promoting their brands. So, we give them the opportunity to develop their brands,” Riza explains.

Another bit of good news is that you don’t have to be a fashion designer to get your clothing line showcased in Mazee.

“There are some brand owners here who are not fashion school graduates, but they can design clothes and t-shirts,” says Riza.

“People tend to be reluctant to buy brands that they have never heard of
before. It’s time to change their minds.”

Mazee’s creative team set criteria for selecting labels, choosing the ones suited to its target market, people between 18 and 30 years old.

“It does not mean that the designers have to be young. The most important thing is that the items are unique, reflect a young soul and suits our target market,” Riza says.

Mazee, he says, welcomes all the out-of-the box ideas. “It’s not a big deal if, for instance, you are 40, as long as you can make something funky and unique.”

Manekineko offers dozens of lifestyle products of clothing, accessories, toys and many more in “Industrial Chic” themed interiors. Courtesy of manekineko
Manekineko offers dozens of lifestyle products of clothing, accessories, toys and many more in “Industrial Chic” themed interiors. Courtesy of manekineko

Consistency is also crucial if you have already had your label showcased in Mazee, as the Mazee team will regularly check your collection every three months.

“Just like the fashion industry in the international world, every season they have to showcase something new,” Riza explains.

“The designers have to launch new collections at least twice a year. Once every two weeks, we invite them to discuss things and evaluate their business.”

Explore Mazee yourself, and you will find interesting products, from clothing lines such as women’s wear and men’s
outfits, shoes, leather bags and jewelry
to house wares such as ceramic plates, bowls and cups, funky clocks, toys and stationery.

You will also, surprisingly, find a denim corner where you can alter your jeans.

“Because when you come to Mazee, you don’t always buy things for yourself. Sometimes you want to buy a gift for somebody else,” Riza adds.

Yosafat Dwi Kurniawan is one of the young designers who takes the advantage of having his second line brand called Dua displayed in Mazee.

The 22-year-old launched his latest ready-to-wear women’s collection, which displays simple boxy dresses of linen, cotton and polyester.

“The hardest thing about being a newcomer is about how to sell your products,” Yosafat reveals.

“When I first started in the fashion industry, I did not have a distribution channel that could help me promote my designs until my friend informed me about Mazee. It is good to have such a place in Jakarta that can accommodate youngsters’ creativity.”

Besides Mazee, Manekineko provides a similar concept, with its 439-square-meter space in “Industrial Chic” themed interiors, as a home for a dozens of lifestyle products such as clothing, accessories, toys and more.

One of the unique brands is Bierkko, a Bandung-based producer which focuses on creating interior products by using recycled objects ranging from lightning, furniture and vintage-inspired accessories and bags initiated by Trias Afiandy and his three best friends.

Trias and his friends, for instance, created a desk lamp out of iron plumbing pipes and used a red valve wheel as the on/off switch.

They also designed a hanging lamp out of a vintage industrial style pendant cage, pipe clamp and a socket base made of plastic chrome.

Breton canvas tote bags, which are lined with beige canvas and secured with handles made from rope and printed cushions are some of their other creations.

“We reuse used materials and redesigned them into new products,” Trias said.

“Here in Manekineko, we are challenged to continually produce and create new and unique items every three months.”

Manekineko is not only a place for shopping, but it is hoped that this lifestyle store can ignite and inspire other young people to create something, says Rangga Emannadie, managing director of Manekineko.

It is equipped with cozy seating areas spread throughout the place, with meals and drinks provided by the store’s cafe, The Empress Room.

In the future, Manekineko’s management plans to host events such as live music shows, book discussions and painting exhibitions.

“We want to make it a place where you can relax, hang out with your friends, exchange ideas and get inspired,” Rangga adds.

The presence of Mazee and Manekineko certainly gives fresh air to the Indonesian fashion scene with their inventive ideas, while at the same time providing more choices for fashion lovers in town.

{

Your Opinion Counts

Your thoughts matter - share your experiences, suggestions, and any issues you've encountered on The Jakarta Post. We're here to listen.

Enter at least 30 characters
0 / 30

Thank You

Thank you for sharing your thoughts. We appreciate your feedback.