A sudden trend in the local communities is to open up a business that focuses on the brand’s image and the quality of its products. Locally made products are now being nudged more than ever and the trend sparks up more variation of style. While Indonesian starts to encourage themselves to buy local, many of the brands just straight up copycats. It’s disrespectful and just plain stupid to do such a thing. The question arises concerning the lack of maturity in this country, to what stake does locals understand the meaning of local?

To define what is local is to not embrace on where it’s made. Every cloth and accessories can be made anywhere, there’s no value in that regard. Local means to elaborate the complexity of one’s culture into something simple, like the word “local” itself. As a designer or a fashion business owner in Indonesia, every collection made should have taken into consideration on how it translates into their respective audiences.

Wherever the inspiration comes from, whether its western jeans like Levi’s or clean-slick design such as Supreme, every Indonesian local brand should implement their own vision of what Indonesian should wear and what it supposed to be.


What Does It Takes To Be A Local Brand?
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  • renaldi morteza

    nice editorial, i think neighborlist need more editorial like this, kudos for the editorial team
    anyway i have other perspective abt this, well, ” made in” i think have a big part for a brand identity, which is from pride, or a community responsibility to sustain small business in one area, if a brand claimed they came from one hood, then it’s their responsibility to support your small business in that hood , other things is if you came from one city you love, you can put the city name behind your brand to represented it to the market, there’s a lot of japan brand doing it because they have a pride abt their identity and they rep the hood

    and for local content and elaborate a local culture into a collection, it’s take a time for brand to mature and evolving, putting a cultural things into a collection is not an easy task, you can’t do it in overnight, but i think some brand here in indonesia in the right direction, and there’s a lot established brand ( biyan, etc ) already doing it for long time, in other hand, kids nowaday ( the biggest market for local brand ) most of them are not into local cultural thing, it take times for indonesia market mature to approve and buying it ( ofcourse with decent price for designer, conceptualized a collection is a pain in the ass anyway ), so some brand must do copy the trend wave for surviving in the dog eat dog market, it’s a business at last, not an project ego with daddy fund.

    anyway, dont take it seriously, it just my humble 2 cents, cheers

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