From Sneakers to Jackets, the Sartorial Choices of the President

KOMPAS/TATANG MULYANA SINAGA

Some shoes from Nah Project, a local brand from Bandung, West Java, Tuesday (14/12/2021). These brand sneakers were used by President Joko Widodo when testing the Mandalika Circuit in West Nusa Tenggara, last November.

Dozens of colorful shoes decorated the walls of the Nah Project office in Bandung, West Java, on Tuesday (14/12/2021). Underneath was a picture of the latest market reference of sneakers.

Shoes created by Nah Project in the last four years have enlivened the competition in the domestic shoe industry. One of Nah Project's products, namely the black Flexknit V3.0 type sneakers, was worn by the President when testing the Mandalika Circuit in West Nusa Tenggara in November. The jacket and helmet that the President was wearing at that time also came from Bandung, nicknamed the City of Flowers.

"The exposure [of the product] was very large after it is worn by the President. The impact was tremendous for local products and it also boosts motivation [for us] to continue to grow,” said the creative director of Nah Project, San Teresia Panglipurati.

Nah Project products have been catching the attention of President Joko “Jokowi” Widodo since 2018 and he has bought three pairs of Flexknit V2.0 sneakers.

In fact, the brand usually only sells about 100 pairs per month.

Suddenly Nah Project was flooded with orders. One thousand pairs of Flexknit V2.0 sneakers were sold out in 10 minutes. In fact, the brand usually only sells about 100 pairs per month.

The brand continues to innovate, such as by practicing price transparency. Flexknit V3.0 type sneakers, for example, are priced at Rp 415,000 (US$28.85).

Also read:

> Tracking Literacy in Bandung

> Resource Books of Lamaholot Culture

> Millennial Teacher in Papuan Interior

The price is made up of material costs at Rp 129,597, workmanship at Rp 86,397, packaging at Rp 21,820, as well as operations, research and development and then a profit of Rp 177,186.

“This concept is meant to educate customers. They deserve to know why our product prices are cheaper than global brands,” said Teresia.

In developing a climate of innovation, Nah Project targets to release a new product once a month. Each product is conceptualized, researched, engineered and packaged within six months.

"What will be released in the next six months we think about and discuss now. So, we must continue to innovate so that we can compete with big brands,” explained Teresia.

KOMPAS/TATANG MULYANA SINAGA

The Creative Director of Nah Project, San Teresia Panglipurati, shows some of the brand's shoe products in Bandung, West Java, Tuesday (14/12/2021).

The strategy of highlighting unique designs and limited production is also used by Rabbit and Wheels, a jacket brand from Bandung, to win the hearts of customers. Between 200 and 300 pieces are produced for each model. This strategy is to build the impression of an exclusive product. On average, the products are sold out in less than a month. In fact, some models are sold out in less than a week.

This brand is also increasingly recognized after President Jokowi wore it when testing the Mandalika Circuit. More than 20 jackets at the Rabbit and Wheels store in Bandung were immediately bought.

"The model is entirely sold out. It seems it was the effect of the President wearing our product when he was in Mandalika,” said Rabbit and Wheels owner, Irvan Octria.

Irvan felt an immense sense of pride. He did not expect his design to be worn by the head of state.

“The order came directly through our business number. None of the messages from bapak [President] came directly to me. Because of that, I was very surprised when someone ordered and asked, 'What size is good for bapak Joko Widodo?' I couldn’t believe it," said Irvan.

Kompas

Irvan Octria (25), owner of the Rabbit and Wheels motorcycle jacket, stands next to his proud jacket model at the Rabbit and Wheels Official Store, Paskal Hyper Square Ruko Complex, Bandung City, West Java, Wednesday (15/12/2021). This model jacket was once used by President Joko Widodo when he tested the Mandalika International Circuit, Central Lombok, West Nusa Tenggara, last November 2021.

About 100 pieces of the model worn by President were sold out in less than a day. Jackets with other designs also sell well.

One of the materials for Rabbit and Wheels products is nylon mesh, which is able to withstand wind during a bike ride. The shape is sturdy and seems to hug the body, making the biker more confident.

The high price of imported jackets prompted him to produce his own jackets.

Before starting the Rabbit and Wheels business in 2020, Irvan was also an avid jacket user because he also loved long-distance riding. The high price of imported jackets prompted him to produce his own jackets.

"The price of imported jackets can be up to Rp 5 million. Meanwhile, the price of the jackets that we sell is Rp 1.5 million to Rp 1.7 million, and if you add safety pads, it can be Rp 2 million. It is much more economical yet it still prioritizes quality,” he said.

Indonesian Products

Rabbit and Wheels jacket user Hilman, 21, a resident of Cibabat, Cimahi, West Java, said he often wore his when riding a motorbike to his campus, which is approximately 10 kilometers from his house.

"I have two jackets," he said.

West Java Governor Ridwan Kamil also commented on the President's social media posts while testing the Mandalika Circuit.

“Four of the five [articles of clothing] worn by bapak [President] are products of West Java’s creative economy. West Java products are the champion for a great Indonesia," he wrote.

On several occasions, Emil, as Ridwan Kamil is familiarly called, encouraged people to be proud of using Indonesian products. In fact, he likens shopping for local products during the Covid-19 pandemic to a form of state defense.

"We have to be self-reliant. Our economy will grow extraordinary if we rely on our own feet and solidarity,” he said.

KOMPAS/TATANG MULYANA SINAGA

Some shoes from Nah Project, a local brand from Bandung, West Java, Tuesday (14/12/2021). These brand sneakers were used by President Joko Widodo when testing the Mandalika Circuit in West Nusa Tenggara, last November.

Fashion products from Bandung continue to emerge amid the onslaught of global brands. The growing trend among people being proud of using or wearing domestic products must be responded to by producing more competitive local products, paving the way for local brands to become kings at home.

The fashion trends of the city of Bandung are relentless.

(This article was translated by Kurniawan Siswo)