Urban Sneaker Society (USS) almost needs no introduction. Since their first event in 2016 until now, the sneaker and streetwear culture are the two main engines, which drive the community. Therefore, it was quite a surprise when they promised to be more inclusive of Indonesian local brands in this year’s event. Chief Executive Officer Sayed Muhammad and Chief Channel Officer Jeffry Jouw wanted the participating Indonesian brands to receive equal exposure, excitement, and welcome as the participating international brands.
Based on their hopes, here are our verdicts. The facts can be covered up; USS is and will always be a sneaker and streetwear bazaar and event, there’s no denying. And regarding their promises about the alignment local and international brands, the results cannot be directly compared with other major bazaars and events, but it is getting there and the efforts are appreciated.
Some of the shreds of evidence; ORBIT Gear managed to clear out all of their products on the last day, Ageless Galaxy exclusively brought Netherland-based brand Patta to the event, and PAVEMENT sold products worth of two large suitcases out of three suitcases they brought. A couple of side notes; the curation of the brands definitely can be improved to further assert USS’ position in the local streetwear market. Many established and well-known Indonesian streetwear brands were unfortunately absent.
The remaining aspects and activities in the event are what was expected of USS 3.0. Sneaker and streetwear aficionados were lining up since 7.30 AM to try their lucks on the Rp1.000 promotion, the excitement when someone scored a raffle item, while some were disappointed when they didn’t get it. The queue of visitors who tried the sneaker vending machines, the staggering amount of hype sneakers and other fashion items brought by the resellers, who were dominating the tenant list, and Limited Edt’s sneaker wall consisted of some of the rarest and most sought-after sneakers on the planet.
In addition to other activities including Never Too Lavish’s sneaker painting workshops with Adidas Indonesia, musical performances by Ramengvrl, Laze, A. Nayaka and The Blue Room Boys, and several talk shows discussing the present and future predicaments of the local fashion industry. More recaps of Urban Sneaker Society can be found in our Instagram, where we compiled eight legit brands that caught our attention during the event and several stylish personalities who attended USS 3.0.