What do you do?

I’m currently working as a fashion

freelancer

What would you never be caught wearing?

Peplum dress and neon color

What was the last song you lis-tened to?

“Love After War” by Robin Thicke

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Contributor.What’s the most prominent color in your ward-robe?

Black, Gray and Purple

What are you currently obsessed with?

Adriana Lima’s abs

Name 3 your favorite fashion websites!

www.lookbook.nu www.polyvore.com streetpeeper.com

CONTENTCONTRIBUTOR

THE EDITOR’S LETTERCOVER STORY

2 3

FEATUREDNordhen Basic

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content.

EDITORIAL“Walk in Fluorescence“

by Putra Agung M

4

FEATUREDORIGINAL QUIZZY

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What do you do?

Student slash model

What was the last thing you bought?

Stripes and grey-ish socks

Which website do you visit first thing in the morning?

Path

The best restaurant in town would be….

Union, Plaza Senayan. You should try their Escargot

dish! It’s mouthgasm!

What beauty product can’t you live without?

Vitamin E gentle facial wash from The Body Shop

What’s your current favorite song? Mirror Maru by Cashmere Cat

NADIA RATNA

Raja Thifal Mazaya Izzati

Did you know that thinking hard make your body exhausted? It has proven by a study which headed by Samuele Marcora, a University of Kent Professor of Ex-ercise Psychology . Life can get hectic, and sometimes I wish being stranded on the nowhere island was an option. Nothing else but a weekend. I would like to read some good books, getting tan, laying underneath the sky think-ing about the essence about living.

The one thing I wouldn’t expect to think about would be what I was wear ing, and if my clothes were in season or not.

But who says living in the big city is absolutely boring? Some days you leave work or campus at 5pm ready to go to gym, have another meeting, discussing, cooking, go-ing to mall, and others simply going back home, laying on sofa, catching some serial tv. And it goes around day by day and eventually, it’s a mid of the year, time flies. Why don’t you sometimes crack the circle, make it into another shape. Laying underneath the moon on rooftop skyscrap-er, catching up some friends by picnic in the city park.

CONTRIBUTORRaja ThifalNadia RatnaPutra Agung MahendraDimas NalendraAldis Setiadi

EDITOR IN CHIEFDwimayu Budinastiti

GRApHICDESIGNERKrishna Pradana

crew.

TheEDITOR’S

LETTER

MODELRaja Thifal

pHOTOGRApHERPutra Agung Mahendra

pHOTOGRApHER ASSISTANTDimas Nalendra

COVERSTORY

STYLISTDwimayu Budinastiti

MAKE UpAldis Setiadi

LOCATIONLocal StudioJl. Haji Salim II No. 54Jakarta Selatan

3LocalBrand.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

Follow us onTwitter : @LocalBrandIDFacebook : LocalBrand.co.idInstagram : LocalBrandID

Contact usBlackberry PIN 2678783D+62 858 3015 3333support@localbrand.co.idwww.localbrand.co.id

Rather have your own garden party in the backyard wearing pajamas and no-make up look, than wearing 10ish cm heels and super tight body-con mini dress in the freezy, dark, crowded night club right?People thinks by wearing blacks we absolutely safe, ordinary, and boring. I want to show you how vivid colors turn black odd boring yet outfit into a bright playful spring look. It’s not about what it looks like, but how you look at it and how you mixing things!

I’m delighted to welcome you to April edition, Vivid Black.

Thank you for hanging at LocalBrand.co.id ! Happy shopping and have a nice day :)

Cheers,

Dwimayu Budinastiti

Editor in Chief

Walk inFluorescencePhotograPh by Putra Agung MahendraPhotograPher assistant Dimas Nalendrastyling by Dwimayu Budinastitistylist assistant : Nadia RatnaModel Raja Thifal Mazaya IzzatiMake uP by Aldis Setiadi

Asymmetric Blouse by Regarde Rp250,000 Rainbow Skirt by Shut Rp155,000 Platform Glow In The Dark by Parkitchung Rp 299.000

Chemiseless Shirt by Regarde Rp245,000 Cutting Edge Pants by Spotlight Rp265,000 Vivian Blue Pink by Loveliness Rp159,000

Den by Binca Rp220,000

V Sleeve Yellow by Grey Area Rp 155,000

High Waisted Short by Spotlight Rp145,000

Jelly Platform by Parkitchung Rp 279,000

Thea Top by Sabs Rp120,000Barbie Jumpsuit by ASK Rp 475,000.

Miny Disty Playsuit White by Spotlight Rp239,000 Punch by Raw Footwear Rp285,000 Houndstooth Diva by

Decielo Bag Rp360,000 Madame Twist Necklace Black by Sabs Rp75,000 Madame Twist Necklace Red by

Sabs Rp75,000 Madame Twist Necklace Dark Blue by Sabs Rp75,000

Summer tank Neon Blue by Impromptu Rp98,000

Printed Bustier by Spotlight Rp145,000

Georgia Black Pants by JukkaRp499,000

Vivian Black Pink by Loveliness Rp159,000

Asp

en T

op b

y Sa

bs R

p155

,000

Lady

Aca

leta

by

Unu

i Rp8

8,00

0

Missy’s Black Thorn by Shy Shy Kat Rp 179,000

Polka Skirt by Argyle Oxford Rp 350,000

Jelly Platform by Parkitchung Rp 279,000

Polkadot Blazer by Argyle Oxford Rp498,000 Leopard Pink Swimsuit by Misshoundstooth Rp 330,000

Stretch Mini Skirt Green by SIN Rp189,000 Rainbow Jam Shirt by His Daughter Rp225,000

Lime Kimono by Lashka Rp 225,000 Grey Tribal Bikini by Misshoundstooth Rp 330,000

Polka Skirt by Argyle Oxford Rp 350,000 Locana Black Necklace by Ayunan Rp95,000

Backless Shirt ZigZag by Bitterinked Rp 299,000 Two Sides Magenta - Egypt Skirt by t[l]bM Rp 175,000 Akela Necklace by Ayunan Rp145,000

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Brand Featured

Nordhen Basic

Where did the name Nordhen come from?

Nordhen was come from our desire to make some name, which are unique and memorable. Some idea’s comes from NORTH, means we try to make something new direction, merge between east side and west side.

How did you get started in fashion industry?

We have started from basic things and by trial and errors experi-ence. Firstly, we started from basic tee-shirt and continue to sweat-shirt and shirt. Our main concerns are men apparels and basic ap-parel, which is containing green environments. Hence, we try to avoid using digital prints and substitute it into embroidery.

What were the inspirations behind the collection, 5th Rain 2013 - Survive getting lost?

The inspiration behind our 5th collection is nature. We try to make correlation between rainy season and nature. In current collection we’re providing many articles which are considerable being useful in rainy season then we call them “survive” in other word, we should know how to survive in nature.

Who inspires you and why?

Our inspirations are H&M and Uniqlo. They merge feature each materials and their idealism of fashion designing. Uniqlo has special article, which known as AIRsm and Heatech. H&M shows their own idealism by approaching customer through involving some fashion designers and artists. We have a big dream to be-come one of Indonesian fast fashion retail company which is known worldwide.

We didn’t found Nordhen Basic,but Nordhenbasic did

Interview by AISYA PUTRI

We put detail and current trends as feature of each product, rich of material content.

We’re offering reasonable price (price = quality + value), keep trying to satisfy con-sumer by offering current trend and good design products, good quality, and qualify material. We want to show you, happiness isn’t expensive, it’s something valuable.

We released Adios Serigrafia (goodbye printing) collection to support our program, reducing chemical usage such as digital printing on products.

Tell us a bit about your color scheme.

Our color scheme mostly depends on each season theme. But, basic is our key word. So we’re trying to make basic color scheme to represent our simple concept and adjusting our target market.

- Nordhen Basic -

What music do you listen to when you’re designing?

We usually listen to pop music during designing pro-cess, such as Two door Cinema Club. We also play John Mayer, Coldplay, and Oasis.

Do you have a custom design service?

No, we don’t. We only produce mass products and try to avoid custom goods. But we have a production company, which has held since 2011, called Nordhen Manufacture. Nordhen Manufacture makes some of custom products but not under line.

What’s the main difference between Jakarta and Bandung street (fashion) style?

There are several difference style between Jakarta and Bandung, especially in outwear apparel. We think this can be happen because of weather difference and habit in both place. Bandung dominated by casual style, on the other hand, in Jakarta most of teens bolder to wear different style, seems like they’re trying to show their unique personality, in other word, anti-mainstream at-titude. And also fashion goods in Jakarta has a faster movement and much more expensive than Bandung.

Tell us something we probably don’t know about Nordhen Basic!

Nordhen Basic is fashion retail company which es-tablished by people who didn’t have basic knowledge about textile. No one of us has graduated from fash-ion bachelor degree. We learn by trial and errors. Our main concern is materials and details. We rather sur-vey directly in garment industries to find good materi-als, than designing products in studio. We want you to know Nordhen as a basic, functional, and elegant products for people whom into casual style, we’re providing men apparel only, we cover all age range.

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we try to make some-thing new direction, merge between east side and west side. 

Photos by Nordhen Basic

http://www.localbrand.co.id/Nordhenbasic

Does films give you inspirations from designing your products? What kind of films?

Sometime film encourages us to make sea-sonal theme. Action, drama, comedy, co-lossal, serial movies, etc.

How do you think “Nordhen Basic” name works with your products?

We think basic is really represents our products, and Nordhen was represent our local name!

If you could dress any celebrity who would it be?

We will choose Nicholas Saputra as our brand am-bassador, because he represents casual style. Anoth-er celebrities would be Di Caprio, Restu Sinaga, Dwi Sasono, Bradley Cooper, Beckham, and Ryan Gosling for sure

Do you have a custom design service?

No, we don’t. We only produce mass products and try to avoid custom goods. But we have a production company, which has held since 2011, called Nordhen Manufacture. Nordhen Manufacture makes some of custom products but not under line.

Which one is more interesting, pants or shirts? Why?

Shirt is more tempting, because it’s really present-ing men apparel. We could explore shirts rather than pants in design, material, color, and its fitting/cutting, shirt also has a faster trend movement, it’s challeng-ing

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Photos by Nordhen Basic

http://www.localbrand.co.id/Nordhenbasic

Original Quzzy

How did you come to start your own line?

Early 2004, I got an idea to make Quzzy that becomes somewhat of a cutting edge label in apparel with a strong local following. The idea behind Quzzy born from my im-agination, inspired by Jakarta culture which combines el-ements of street, classic workwear, and fashion culture.

Where do you go for inspiration?

Everything I’ve learned, comes from the street, by enter-ing the communities and sharing will guide us to the new inspiration to a wide spectrum of styles and tastes.

What’s your dream collaboration?

Interview by AISYA PUTRI

2Brand Featured

Founder

Randi

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Stussy and Chanel.

How much does music influence your designs?

We believe music is a gift from the force that creates us. Mu-sic gives us the biggest impact on our ideas in every single designs that we made.

What is Escapism S/S13 all about?

This spring summer season we want to creates an environ-ment of personal fantasy, we believe escapism as a mental diversion of entertainment or recreation (not physically but more mentally), as an “escape” from the perceived unpleas-ant or banal aspect of Jakarta daily life.

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We introduce an “escapism” to our buyers as a radi-cal freedom concept in fashion to create many great looks of colors and be creative to mix and match of our products, we believe in a term “The dream re-veals the ambiguity of a world, which describes the existence that is moving towards that world, and for whose experience it presents itself as objectivity.

By breaking with the objectivity which fascinates waking consciousness and by reinstating the human subject in its radical freedom, the dream discloses paradoxically the movement of freedom toward the world, the point of origin from which freedom makes itself world.” (Michel Foucault, Introduction to Lud-wig Binswanger’s Dream and Existence).

Do you remember the first apparel that you made? Tell us about it!

The first apparel that we made is boxer pants. Be-cause the production cost is pretty cheap and its easy to sell at that moments.us. Music gives us the

We believe music is a gift from the force that creates us. Music gives us the big-gest impact on our ideas in every single designs that we made. - Original Quzzy -

biggest impact on our ideas in every single designs that we made.

Do you have a personal philosophy by creating Original Quzzy?

Naughty by Nature.

Who do you imagine wearing your designs?

We really like to see Thom Yorke wearing our stuff. haha but seriously I think he is the best musician of our era.

What’s the one thing (fashion apparel) every man should own?

Sneakers. It represent your personal identity.

What’s next for Original Quzzy?

Go International and making other outstanding collection.

How would you describe Original Quzzy in 3 words?

Simple, Cutting edge, Universal.

How would you describe Original Quzzy in 3 words?

Simple, Cutting edge, Universal.

What makes your collection stand out from the crowd?

I think we try to make something innovative that out of the box from the current trends and its de-pends on our very own research.

What is your favorite piece from Original Quzzy current collection?

Harmonies Shirt

Do you find yourself fashionable? Why?

I dont know, it depends on others opinion, for me fashion is a part of my life. its becomes my daily needs, things that I wore absolutely showing my identity.

What do you think about Indonesia’s local de-signers?

I think the progress is really on the move. Our lo-cal designers are very good, showing their best work by now.

What is the thing you find it amusing?

I think komeng is never running out on idea to make us laughing. haha.

Why did you decide to produce women’s products re-cently?

The main reason is lot of our buyers is asking for the wom-en’s line, we think its an opportunities to expand our col-lection and idea.

Photos by Original Quzzy

http://www.localbrand.co.id/OriginalQuzzy