EDITORIAL “OBSCURE “by Theo Sudarja

COVER STORYTHE EDITOR’S LETTER

CONTRIBUTORChelsea IslanTheo SudarjaMitha Komala

Aisya PutriAldis Setiadi

EDITOR IN CHIEfDwimayu Budinastiti

GRApHICDESIGNER

Krishna Pradana

LocalBrand.co.id Magazine is published by

PT. Local Intech SolutionJl. Haji Salim II No. 54RT 001 / RW 015Kel. Gandaria UtaraKec. Kebayoran Baru,Jakarta Selatan - 12140Phone. (021) 3025 3333

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Hi,

We received so many applications as a contributor in our daily e-magazine. It’s been enormous for our team, and yes we’ve been calling who seems have the same vision. For you who don’t get the reply, maybe you’ll be fit in others, thank you anyway!

A little taste of current trends of the lo-cals as you can see at this magazine, represent how local’s fashion evolve rapidly. Obscure, fuzzy, fading, is pretty figuring yesterday local’s identity, which can be remain as our dark ages. By this issue you can see how Pinx and Taylor Fine Good have been established their personal identity, which jazzing up lo-cal’s fashion scene.

As we head in to second anniversary, we look forward seeing lots of inspiring and superb talented people heading our way. We always seek an enthusiastic people

MODELChelsea Islan

MAKE UpAldis Setiadi

pHOTOGRApHERTheo Sudarja

TheEDITOR’SLETTER

COVERSTORY

STYLISTMitha KomalaAisya Putri

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to join our LocalBrand.co.id team, who have the ability to work well in a team environment, for those interested in pur-suing careers in local fashion scene and start-up e-commerce, and you will be perfectly fit in here.

p.s : Don’t mind to drop your critics to dwimayu.budinastiti@localbrand.co.id

Keep supporting the locals!

Cheers,

Dwimayu BudinastitiEditor in Chief

LOCATIONPipiltin Cocoa

Kebayoran Baru

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What are your current daily ac-tivities?

My current daily activities are simply as simple as reading phi-losophy, politics and psychology books, making and sketching some fashion art works, going to my French lesson, creating and writing stories for my upcoming short films. It might seem not so simple but I do enjoy my activi-ties as an art worker or usually known as an artist :)

Tell us something that probably we don’t know about the shoot?

The shoot was awesome and the team of the photo shoot was ex-cellent. Probably, between one and another they should cooper-ate and work better in order to create a magnificent shoot and in order for everyone to feel proud of their work. However, as far as I can remember, everything is on the right track.

What’s in the top of your cur-rent playlist?

On the top of my current playlist is Genesis by Grimes and Sweet Disposition by the Temper Traps. I do love listening to Indie music.

Best place to eat in Jakarta?

Jakarta has so many good plac-es for us to eat and hang out but

CHELSEA ISLANsince my favorite food is sushi, mostly I go to Sushi Tei.

The thing you hate the most about yourself?

Honestly, there is no reason for me to hate myself. Life is about being grateful.

What are you current daily ac-tivities?

Modeling activities (photo shoot, runway), Sat-Sun I had these class in order to get my MM title (magister management - bache-lor degree or s2), reading, writing (stories etc), baking, cooking

What was the most fun for to-day’s shot, and what was the most stressful one of the pro-cess?

The most fun part is eating des-serts while waiting for my turn! Chocolates TwiceThe stressful part: a few loca-tions was really hot!

Your favorite beauty products…

Bobbi brown, Kiehls

The most delightful fragrance would be…

Flower red perfume for women by Kenzo, Alien perfume for women by Thierry Mugler

What’s the most prominent color your wardrobe?

Black

RIA ROLEN

Contributor.

What’s your current dailyactivities?

Doing an extensive planning, and do the wrong way afterwards.

What was the most fun for to-day’s shot, and what was the most stressful one of the pro-cess?

The fun part is, making the bright-est day into night. It’s like doing some magic work. The stressful one is of course making our cozy shooting location looks as scary as possible, for this halloween edition.

Your most desiring camera?

I would say I prefer good lens than a good camera. I never have a Tilt and Shift Lens, so that would be at the top of my wish list.

Your ultimate dream collabora-tion?

I want to work with more Indo-nesian Fashion Stylist. so please drop me an email at theo@Stu-dio.Theo.Sudarja.com

The current trend that so nay?

Ehm.. some fabric shoes that emerging last year. It has the hip pattern on it. It just not for me.

THEO SUDARJA

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Introduce yourself please…

Hi! I’m Mitha Komala, a fashion student at Raffles Design Insti-tute who blogs about her daily life.

What’s the best dish in pipiltin that you’ve tried?

So far I love their Tabanan Choc-olate dish, their macaroons are worth to try too!

Best editorial you’ve seen late-ly….

Currently loving Net-A-Porter’s cover story that features the stunning and grown-up Emma Watson.

Your ultimate dream collabora-tion…

Would love to have an outfit shoot with the amazing Bryan Boy.

Your top shopping wish list…

Celine Trapeze bag.

MITHA KOMALAIntroduce yourself please…

Hi I’m Aisya, am currently study-ing at Binus International Univer-sity and contributing at Local-Brand.co.id

Can you tell us the story behind today’s concept?

It’s October, so basically it’s in-spired by the spirit of Halloween and we want to take some of the characteristics of the event which are its coldness and mystery.

Last video clip you watched in YouTube…

Solange’s Lovers in The Park-ing Lot! I’m obsessed, her dance moves, fashion ensemble, and those flashing shoe laces

Current model that we should keep eye on…

I’d say Edie Campbell cause she’s just everywhere right now and she reminds me of Jane Bir-kin

What do you wanna be? The next Anna Wintour haha

AIYSA pUTRI

Contributor.

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Geometr i Sandals Park i tchung 155,000 IDR

Beach Maxi Skir t Whi te Impromptu 228,000 IDR

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Ms. Mica Raw Footwear 437,000 IDR

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Founder

Rima Insania & Attina Nuraini

What’s does pinx mean?

Actually “Pinx” word just popped on our head when we planned to form this brand. “Pinx” it’s from Pink color that reflects feminine. We called Pinx because we made collection that represent unisex style with feminine touch.

How does internet influence you while de-signing?

Nowadays, internet always in your hands, we knew what’s happening in the outside worlds mostly from the internet. Besides that, we are influenced by surrounding environment, street fashion, music, movie, and pop culture.

Where did The Irregular photo shoot take place? What does it use for regularly? Tell us a story about that place!

On a hill. People said a spaceship have been landed in that pine forest.

What has been pinx’ biggest achievement highlight to date?

Get excellent appreciation as new local brand from appreciator and costumer.

Irregular collection seems more obscure than your previous, what’s the idea behind?

Mostly from extraterrestrial, sci-fi, horror movie and strange things

Is there any particular fabric that has been used for Irregular collection?

Fire retardant faux leather for Irregular’s col-lection.

fEATURED BRAND

Pinx

Interview by DWIMAYU BUDINASTITI

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What’s your favorite piece in Irregular?

Fire retardant faux leather parka

What was the first cloth that you made?

A top merged with 3 different types of fabric material, we experiment from making pattern, cutting, and sew by own self

If you could refer pinx into a music genre, what it would be?

Electro-rock and synthpop

Who’s perfectly wearing pinx’ collection?

Everyone who love our collection and feel happy to wear them

What do you think about local fashion scene?

Keep growing (maybe too) rapidly, that so anybody nowadays can made a local brand, but in the end will slowly curetted by environ-ment.

http://localbrand.co.id/pinx

“ Everyone who love ourcollection and feel happy

to wear them “- Pinx -

Where’s the best place to wear pinx?

Anyplace you will go, just dressed up de-pends on your mood.

How’s Bandung scene influence you as a de-signer? Is there any particular character than Jakarta?

Bandung fulfilled by many inspiring people who represent them self in various personal style.

Define pinx in one phrase!

Good cuts are perpetual

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Founder

Edwin Yanee

How do you come up with a name Taylor fine Goods? Who’s Taylor?

The idea when we came up with the name is that it has to be something unisex (neutral), simple, and easy to remem-ber, and is not perceived as luxurious product but surely not a cheap one as well. Just because luxury items can only be bought by certain minorities in the society, whilst our vision is that luxury items can be enjoyed by anyone, so we’re trying to create good quality products that can be enjoyed by simply everyone.

Who’s inspiring you?

Marc Jacob, we like the way he create something. Paul Ar-den, we like the way he thinks creatively. Tony Fernandes, we like the way he run his business empire.

How do you find yourself attract to camera accessory?

Taylor Fine Goods

Interview by DWIMAYU BUDINASTITI

2fEATURED BRAND

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Before we jumped into the bags and accessory industry, we’re people who worked in the photography industry. We’re tired by the camera accessories in Indonesia that does not vary. So we brave ourselves into making acces-sories for camera in small scale, and at first we only sell it to our fellow photographers.

What’s the most desiring camera would you own?

It depends on the situation, when travelling I prefer the lightest camera there could be with best quality, so far by just seeing the reviews from friends and photography fo-rum, I admire Sony NEX-7.

Who do you see wearing Taylor fine Goods perfectly?

Jamie Aditya, he’s such a representative image of Taylor

Where do you source your material?

From some textiles importers in Surabaya

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Actually Surabaya is more of an industry or business city, so the ways they run their business,influence us a lot.

Where do you want to see Taylor fine Goods in the next 3 years?

For Taylor Product to be enjoyed all around across Indonesia, from Sa-bang to Merauke.

Why you always use earthy colours? Is there any chance to catch Taylor in vibrant colours?

Before choosing the colour, of course we did our own research first and for now it seems like the vintage colours are ‘in’, so for now we’re us-ing those colours.

Taylor’s design, is there anything related to Japanese style?

There are 3 main fashion directions in the world, which is Europe, Amer-ica, and Asia. Asian country with the most developed fashion is Japan. And Japan’s image also represents our visions, a lot of Japanese prod-ucts are booming across the world, and they’re not luxury items, instead they’re high quality items.

If you could refer Taylor into movie character, who it would be?

Dono Kasino Indro, their works are timeless, for years they still can en-tertain us and it can be enjoyed by everyone.

http://localbrand.co.id/Taylorfinegoods

What makes you different with an-other brand?

Many local brands have European style, but we do Japanese style in-stead.

How’s Surabaya scene influence you as a designer? Is there any particu-lar character than Jakarta?

Actually Surabaya is more of an in-dustry or business city, so the ways they run their business,influence us a lot.

What’s the most challenging thing as a (local) designer?

The appreciation from the locals themselves, who still thinks that im-ported products, is still better than the locals. Many thinks that Taylor is a Japanese brand, let it be like that, in time they’ll realize that Taylor is an Indonesian product and then they’ll be able to admit that our local prod-ucts can also compete in the inter-national scene.