merchandise, tapes, artwork, and fashion items related to music, recording, and BMX. In 1996,
Bandung’s pioneer local fashion brand, 347, was born, which offered fashion items inspired by
skateboarding and surfing.
2.2 Distro and clothing company Era (1997–now)
Table 2. The Distro and Clothing Company Era (1997–now).
1996
1997
1998
2002
2006
2007
2008
2012
The rise of
various
music scene
& created a
new fashion
trend then
became a
local fashion
brand, Distro
(distribution
store) &
Clothing
Company
•
•
•
•
Asian
Financial
Crisis
Rupiah
collapsed
Reverse
Clothing
company
closed
No more
imported
music
merchandise
•
•
Distro and
clothing
company
began to
design and
produce their
own product
Also, their
collaboration
with a local
band to
produce their
merchandise
such as
t-shirt.
•
•
Many Indonesian
youngsters
imitated the style
of the pioneer
distros and
clothing company
in Bandung itself
and other cities
until now
Besides music,
art, and design,
street style trends
greatly influence
their product
designs
•
•
•
Kreative
Independent
Creative
Kommunity
(KICK)
established
In collaboration
with the
Indonesian
Ministry of
Industry, KICK
held Bandung
Indie Clothing
Expo
Internet is easier
to access. Social
media such as
Friendster is used
widely.
First
KICKFEST
held in
Bandung and
still held
annually until
now in
various cities
in Indonesia
Facebook
is widely
used.
•
•
The offline
store starting
to shift to an
online store
Several distros
and clothing
companies
began to
collapse
After the Reverse Clothing Company and 347 were established, many of the local fashion brands
were developed. Some local fashion brands will eventually be able to have independent distribution
or offline stores. Otherwise, it will usually join a particular Distro (distribution store) and use the
sales consignment system. The term “Distro” has come to represent a local brand that stands for this
era, whether it has independent offline stores or not (Kim 2017). Unfortunately, in 1997, the Asian
financial crisis occurred, and the Rupiah collapsed. Reverse Clothing Company that were focusing
on the sale of imported merchandise products collapsed. In 1998, to overcome difficulties after
the economic crisis, the system focused on designing and locally producing its products (Irawati &
Nasional 2012), and began actively collaborating with a variety of local musicians at the time and
bringing the community to become the main consumer. In 2006, a community was finally created to
accommodate a local fashion brand called the Kreative Independent Creative Community (KICK).
It began with a showcase and bazaar and performances from local musicians. The event continues
to be held every year since, not only in Bandung but in other major Indonesian cities as well. In
2008, when Facebook began to be widely used, the product sales process began to change becoming
online. At its peak in 2012, the distro slowly began to collapse. Local fashion brands that have
survived until now can adapt to challenge and have a strong community behind them.
2.3 Local brand Era (2008–now)
The last period is the local brand era. After the Distro and Clothing Company era, local fashion
brands are varied and known by the term "Local Brand". In 2008, Happy Go Lucky was born,
the first curated store in Bandung. Saadiah Adzani (2019), former Creative Director of Happy Go
Lucky, said the concept is similar to Distro, which collects several local fashion brand products in
one place but with the thematic theme. If Distros are very thick about local musicians, a curated store
comes with current fashion trends. This was followed by the first curated local fashion brand event
in Jakarta, Brightspot Market. Similar to Brightspot Market, Bandung also held the Trademark
Market and the Lookats Market. The online shopping phenomenon started spreading in 2010. Iqra
Tanzil (2018), Creative Director from Imagery Bags, said besides Facebook, there are also new
47
Bandung’s pioneer local fashion brand, 347, was born, which offered fashion items inspired by
skateboarding and surfing.
2.2 Distro and clothing company Era (1997–now)
Table 2. The Distro and Clothing Company Era (1997–now).
1996
1997
1998
2002
2006
2007
2008
2012
The rise of
various
music scene
& created a
new fashion
trend then
became a
local fashion
brand, Distro
(distribution
store) &
Clothing
Company
•
•
•
•
Asian
Financial
Crisis
Rupiah
collapsed
Reverse
Clothing
company
closed
No more
imported
music
merchandise
•
•
Distro and
clothing
company
began to
design and
produce their
own product
Also, their
collaboration
with a local
band to
produce their
merchandise
such as
t-shirt.
•
•
Many Indonesian
youngsters
imitated the style
of the pioneer
distros and
clothing company
in Bandung itself
and other cities
until now
Besides music,
art, and design,
street style trends
greatly influence
their product
designs
•
•
•
Kreative
Independent
Creative
Kommunity
(KICK)
established
In collaboration
with the
Indonesian
Ministry of
Industry, KICK
held Bandung
Indie Clothing
Expo
Internet is easier
to access. Social
media such as
Friendster is used
widely.
First
KICKFEST
held in
Bandung and
still held
annually until
now in
various cities
in Indonesia
is widely
used.
•
•
The offline
store starting
to shift to an
online store
Several distros
and clothing
companies
began to
collapse
After the Reverse Clothing Company and 347 were established, many of the local fashion brands
were developed. Some local fashion brands will eventually be able to have independent distribution
or offline stores. Otherwise, it will usually join a particular Distro (distribution store) and use the
sales consignment system. The term “Distro” has come to represent a local brand that stands for this
era, whether it has independent offline stores or not (Kim 2017). Unfortunately, in 1997, the Asian
financial crisis occurred, and the Rupiah collapsed. Reverse Clothing Company that were focusing
on the sale of imported merchandise products collapsed. In 1998, to overcome difficulties after
the economic crisis, the system focused on designing and locally producing its products (Irawati &
Nasional 2012), and began actively collaborating with a variety of local musicians at the time and
bringing the community to become the main consumer. In 2006, a community was finally created to
accommodate a local fashion brand called the Kreative Independent Creative Community (KICK).
It began with a showcase and bazaar and performances from local musicians. The event continues
to be held every year since, not only in Bandung but in other major Indonesian cities as well. In
2008, when Facebook began to be widely used, the product sales process began to change becoming
online. At its peak in 2012, the distro slowly began to collapse. Local fashion brands that have
survived until now can adapt to challenge and have a strong community behind them.
2.3 Local brand Era (2008–now)
The last period is the local brand era. After the Distro and Clothing Company era, local fashion
brands are varied and known by the term "Local Brand". In 2008, Happy Go Lucky was born,
the first curated store in Bandung. Saadiah Adzani (2019), former Creative Director of Happy Go
Lucky, said the concept is similar to Distro, which collects several local fashion brand products in
one place but with the thematic theme. If Distros are very thick about local musicians, a curated store
comes with current fashion trends. This was followed by the first curated local fashion brand event
in Jakarta, Brightspot Market. Similar to Brightspot Market, Bandung also held the Trademark
Market and the Lookats Market. The online shopping phenomenon started spreading in 2010. Iqra
Tanzil (2018), Creative Director from Imagery Bags, said besides Facebook, there are also new
47