Back in 2006-2007, the hype for dry denim began to arise, thanks to Nudie’s wear-and-tear campaign. The campaign encouraged people to wear jeans and only wash them after at least 6 months of usage. Everyone wanted to create their own story through their dry denim; in which the longer they wore it, the more personal fades created onto the jeans. They did various things to their jeans such as: sea-washing, coffee and beer soak, even there was this guy who dipped his jeans in the dead sea. Everyone was excited, everyone was experimenting.
The problem was, not everyone could afford Nudie. It was quite expensive and not many were willing to spend more money for fashion, ergo people chose to buy fakes over original ones. With this phenomenon going around, a community was born. It was named INDIGO – Indonesian Denim Group, filled with people who were willing to organize an event where they could give their insight into public’s perspective about denim, the value it carries, and the sense of denim originality. The event was known as Wall of Fades, and it has become INDIGO’s annual event up until now.
There is another thing that makes Wall of Fades special: they promote more affordable local dry denim brands. Most of the brands they carry are still up and running until now, and we could not be more proud for they are getting more solid day by day. Here we have compiled 5 jeans brands which play significant role in raising the hype of dry denim in Indonesia, especially Jakarta. Note that the list is in no particular order.