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.

1. Mischief Denim

Neighbourlist_Indonesian_Jeans_pioneer_Mischief1
Neighbourlist_Indonesian_Jeans_pioneer_Mischief2
Neighbourlist_Indonesian_Jeans_pioneer_Mischief3
Neighbourlist_Indonesian_Jeans_pioneer_Mischief4
Neighbourlist_Indonesian_Jeans_pioneer_Mischief5
Neighbourlist_Indonesian_Jeans_pioneer_Mischief6
Neighbourlist_Indonesian_Jeans_pioneer_Mischief7
Neighbourlist_Indonesian_Jeans_pioneer_Mischief8
Mischief has been established with pride in honour of youthful rebellion since 2006, representing the hard attitude of urban Indonesian. In 2008, Mischief introduced premium quality Selvedge Denim into their collection influenced by the toughness and resilience of youth subculture from both past and present, making them one of the oldest and most well respected crafters of quality denim in Indonesia. They are still operating until now, and they just released some new lineups for their premium collection The Iron Label this October.

2. Pot Meets Pop

Neighbourlist_Indonesian_Jeans_pioneer_PMP1
Neighbourlist_Indonesian_Jeans_pioneer_PMP2
Neighbourlist_Indonesian_Jeans_pioneer_PMP3
Neighbourlist_Indonesian_Jeans_pioneer_PMP4
Neighbourlist_Indonesian_Jeans_pioneer_PMP5
Neighbourlist_Indonesian_Jeans_pioneer_PMP6
Pot Meets Pop was created in late of 2008. It was heavily inspired by marijuana culture, hence the name. They are known for their frequent collaboration with big names in local creative industry scene and supporting influential musicians, fixie riders, skateboarders, and underground events. They have 3 lineups: the PMP Denim for their standard products, the PMP Mary Jane (previously XOXO) for women and PMP Overalls for their premium items. You can find their latest collection almost everywhere.

3. Vision Mission Jeans

Neighbourlist_Indonesian_Jeans_pioneer_VM1
Neighbourlist_Indonesian_Jeans_pioneer_VM2
Neighbourlist_Indonesian_Jeans_pioneer_VM3
Neighbourlist_Indonesian_Jeans_pioneer_VM4
Neighbourlist_Indonesian_Jeans_pioneer_VM5
Neighbourlist_Indonesian_Jeans_pioneer_VM6
Neighbourlist_Indonesian_Jeans_pioneer_VM7
Neighbourlist_Indonesian_Jeans_pioneer_VM8
Vision Mission first got out in November 2008 and was heavily influenced by Skull, APC and Tira, resulting in minimalist design. Their debut collection – The Grand, was released in February 2009 with a great response from community. Everyone was talking about this brand and how their jeans could fade like crazy. They also support the lowrider scene and play with washed denim, especially acid wash. However, the brand was last seen in Pop-Up Market 2012.

4. Ruffneck Jeans

Neighbourlist_Indonesian_Jeans_pioneer_Ruffneck1
Neighbourlist_Indonesian_Jeans_pioneer_Ruffneck2
Neighbourlist_Indonesian_Jeans_pioneer_Ruffneck3
Neighbourlist_Indonesian_Jeans_pioneer_Ruffneck4
Neighbourlist_Indonesian_Jeans_pioneer_Ruffneck5
Neighbourlist_Indonesian_Jeans_pioneer_Ruffneck6
Neighbourlist_Indonesian_Jeans_pioneer_Ruffneck7
Neighbourlist_Indonesian_Jeans_pioneer_Ruffneck8
Ruffneck Jeans was established in 2009 by a man named Aditya Warman, a big denim enthusiast who once started as a premium jeans seller in Kaskus. He then began to create, build, and produce his own brand to follow his dream. Ruffneck’s signature article is The Jack, made with 14oz Tunisian indigo denim with super slim cut. They also made white jeans, in which we believe, the only Indonesian brand that has the guts to produce these type of jeans. Unfortunately, the brand was closed after Aditya chose to pursue different career as an architect.

5. Massa Genuine Jeans

Neighbourlist_Indonesian_Jeans_pioneer_Massajeans1
Neighbourlist_Indonesian_Jeans_pioneer_Massajeans2
Neighbourlist_Indonesian_Jeans_pioneer_Massajeans3
Neighbourlist_Indonesian_Jeans_pioneer_Massajeans4
Neighbourlist_Indonesian_Jeans_pioneer_Massajeans5
Neighbourlist_Indonesian_Jeans_pioneer_Massajeans6
Neighbourlist_Indonesian_Jeans_pioneer_Massajeans7
Neighbourlist_Indonesian_Jeans_pioneer_Massajeans8
Neighbourlist_Indonesian_Jeans_pioneer_Massajeans9
Eventhough the brand is owned by Indonesian, the jeans are actually made in Australia. The brand were heavily inspired by Levi’s and their work wear heritage. The brand uses 16oz Japanese selvedge as their signature fabric, with elephant-printed leather patch as a portrayal of their durable and solid goods. Massa ceased to exist without many informations, even though their upcoming article was very much anticipated at that time.

5 Brands That Built Indonesia Denim Hype
Reader Rating 19 Votes
7.3
No more articles