Australian street fashion designer traces his creative roots in Bandung
November 12th, 2007
Alvin Darlanika Soedarjo, The Jakarta Post, Sydney
What’s happening in the underground world in Indonesia may one day take the international fashion world by storm.
At least that’s how Jodia Natapradja, an Australian-born clothing and accessories designer whose parents came from Bandung, perceives growing clothing scene from the city.
“There are so many happening things in Bandung for fashion design there. It’s untapped and the world has yet to see,” says the 26-year-old designer for Insight 51 label, a street and surf wear brand from Sydney.
Jodia says that creative-wise, the young designers from Bandung, who establish their own distros (independent label), have much to offer to the global urban fashion scene.
The label that he works (also known as Insight) was formed 10 years ago by an Australian surfer. Then it designed only t-shirts but has now shifted into designing more dress.
The brand is similar to other surf labels, such as Quiksilver, Billabong and Ripcurl, but has an eclectic edge to its design, apparent in its t-shirts, handbags and scarves.
Insight, which target market are people from age 16 to 25, started with only 25 personnel. Now it has more than 60 people with brand presence in 40 countries. Besides the U.S. and Europe, the label has entered the Indonesian market in which it has its own domestic designers.
“I’ve tried to tell the people in Insight Indonesia to check out the distros rather than the big name shops. The designers for those distros have the most talent. They have an international kind of flavor,” says Jodia, who visits Bandung twice a year.
Insight headquarter in Sydney supervises the blueprint from Indonesia. The Indonesian team proposes the design of apparel that they like, because “obviously they know more than we do on what will sell there,” he says.
“They send their artwork to me. If they fit within our guidelines than I will approve it or tell them to make some changes.”
For the Indonesian market, the label needs a conspicuous modification.
“Our clothes can become quite expensive. And for Indonesians, if they buy expensive clothes, they like to show the brand. Whereas here, a lot of customers don’t like to have their Insight brand shown on their clothes.”
The trend of style in Indonesia tends to be a bit slower than Australia. Sydney has a 10-week cycle. Every 10 weeks the creative artists need to come up with fresh ideas for the designs.
Despite his affection towards Bandung, Jodia reckons that Sydney is richer in inspiration for urban design rather than Indonesian cities.
“In Indonesia, there isn’t a city where you can go and walk around outside. The cities is so congested, there are so many people and everything is based around a shopping mall.”
Insight t-shirts, which are manufactured in China and a few in Indonesia, have starting retail price of about AUS$50 (Rp 400,000) and go higher for the clothing selection.
Its market so far is obviously Australia. But soon, Jodia says, Europe and the U.S should take over.
“Although I’m an Australian citizen, I still feel Indonesian,” says Jodia at his office, which is basically a warehouse cum office space.
Nonetheless, Jodia says that living outside Indonesia has its own benefit.
“When I was living (in Indonesia) it was really hard for me to express myself. Maybe it’s just the way of living. I found it hard for me to speak out or express my mind whereas here, I live in a multicultural country, your mind is already open to other things.”
Jodia, a huge hip hop fan, says that he takes much inspiration such a cooperative climate, which should be developed.
A multitude of Indonesians living here who should be more of them designing stuff and bringing their cultural distinction here, he adds. “I still feel a big connection with Indonesians. I meet many of them during Idul Fitri events or Indonesian bazaars.”
Meanwhile, a designer from Bandung’s Distro 347, Dendy Darman, says that the unique lifestyle of the inhabitants make all the difference.
“The street visual style of Bandung derives from a myriad of perspective. We are a mix of people from different backgrounds such as skateboarders and ‘indie’ musicians,” he says.
“It’s a close-knit community so we influence each other.”
Dendy, who sees himself more as having a career in the creative rather than the clothing industry, adds that compared to the style in Jakarta, Bandung’s style is generally “easier to digest”. “Visually, Jakarta is more avant-garde.”
Dendy, who is one of five main designers for the label, says that good relations between communities of two cities, such as Jakarta and Bandung, can boost a better hybrid in fashion design.
Source: The Jakarta Post
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