The Indonesian Brands You Need to Know Before Everyone Else Does

Indonesia has a fashionFashionThe art and industry of designing, producing, and styling clothing, footwear, accessories, and beauty trends. It reflects cultural influences, personal expression, and evolving styles across seasons and markets.Go to Fashion Glossary scene that, frankly, deserves a lot more attention. For years, the country’s global cultural shorthand has been some combination of Bali, beaches, tropical sunsets, and Indomie. All excellent things, obviously. But fashion is doing something much more interesting there, and you are probably not looking closely enough.

I started looking deeper thanks to my friend Andrew Putra (whom you will be seeing much more of soon). He pointed me toward a selection of brands that deserve a place on your radar, and once you start looking, it becomes difficult to stop.

Consider this your introduction to the Indonesian labels worth knowing now, before they become the names everyone suddenly claims they discovered first.

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GIMME

If sportswear and streetwear have spent the last decade becoming increasingly difficult to tell apart, Gimme is perfectly happy living in that overlap.

Founded in Jakarta in 2021, the unisex lifestyle and sportswear label is led by founder and creative director Andrew, who has built Gimme around the idea of making athletic clothing feel relevant long after you have left the gym.

Collections such as The Day-Break Club and Gimme de Automobile draw heavily from retro sports culture, but the execution feels contemporary rather than costume-like. Think athletic essentials with enough attitude to work as everyday streetwear or clothes that suggest you have somewhere to be, even if that somewhere is just coffee.

ÉGON

Fashion could probably use more fun, and ÉGON seems determined to provide it.

The independent label has built its identity around accessories that refuse to behave like ordinary accessories. Its animal-shaped bags, including the Whale Bag, Orca Bag, and Bete de Jour “Toad” bag, have the unmistakable quality of objects that make strangers ask, “Where did you get that?”

That is the point. ÉGON wants to revive imagination, color, and joy in everyday styling, turning the handbag into something closer to a conversation starter than a finishing touch. In an industry that can sometimes take itself painfully seriously, a giant toad bag feels like a public service.

HOTEL

HOTEL takes minimalism and gives it a slightly dangerous side. The Indonesian label was named after the temporary spaces where strangers, emotions, and unpredictable encounters collide.

It is an appropriately open-ended concept for a brand whose clothes are defined by contrast. The silhouettes are clean and minimal, but then something interrupts them: a detail, a construction choice, or an unexpected proportion. Its philosophy is simple: “simple with a twist.” The twist is what makes you look twice.

OMO

OMO makes a strong argument for clothing that looks effortless without being thoughtless. The contemporary independent label has designed and produced its garments in Indonesia since launching in 2021, with local production and environmental responsibility at the center of its approach.

The clothes themselves lean into fluidity: elegant silhouettes and versatile pieces that work particularly well for summer or simply pretending your Tuesday afternoon is taking place somewhere with better weather.

DRUNK DAD

Drunk Dad started in Jakarta in 2020 as a casual experiment before evolving into an independent streetwear and lifestyle label built around spontaneity and intuition. Its Summer tagline says it best: “Dressed for the best parts you barely remember.”

That means late nights, humid streets, questionable decisions, spontaneous plans, and the particular nostalgia that arrives before you have even left the moment. Designed for both men and women, Drunk Dad is clothing for when the itinerary falls apart and the night gets better.

PÅTTERO

Founded in 2018, the independent Indonesian casual label describes itself as a “pattern laboratory,” and the clothes live up to the experiment. Nature, animals, pop culture, and everyday visual references are transformed into colorful pieces that seem to have escaped from a considerably more entertaining universe.

There is a sense of humor throughout the work, but it is paired with a clear understanding of how clothes actually function. PÅTTERO is proof that wearable does not have to mean predictable.

ROOM FOR AIR

Room for Air translates the rhythm of city life into clothing built around function and comfort. On the surface, the pieces are clean and minimal. Look closer, and the complexity becomes obvious.

Overstitching, panels, detailed tailoring, and carefully considered construction give the garments depth without overwhelming their appearance. From a distance, minimal. Up close, meticulously engineered.

MOTE MOTE

Mote Mote proves that traditional Indonesian craftsmanship does not have to stay trapped in the past.

Founded in 2017 by fashion designer Ayu Ananto after she studied fashion design in Milan, the label was created around the idea of translating intricate traditional techniques into modern everyday clothing.

The name comes from the Indonesian word “mote-mote,” meaning beads or sequins, and the influence is immediately visible in its hand-beaded embellishments and sequin motifs. Rather than turning craftsmanship into costume, the brand places these delicate details on classic silhouettes, creating something that feels contemporary while remaining deeply connected to Indonesian making traditions.

BETTER GOODS

There is a reason minimalism keeps coming back: when it works, it really works.

Jakarta-based BETTER GOODS has built a following around modern essentials, premium comfort, understated cuts, and clothes designed to survive the demands of everyday life.

The formula is straightforward: good proportions, easy silhouettes, wearable colors, and pieces that make sense together. BETTER GOODS is not trying to convince you that your wardrobe needs more clothes. It is making a convincing case that you might simply need better ones.

Indonesia has its own fashion conversation

There is an entire generation of designers and independent labels building their own visual language, often without the noise that accompanies fashionFashionThe art and industry of designing, producing, and styling clothing, footwear, accessories, and beauty trends. It reflects cultural influences, personal expression, and evolving styles across seasons and markets.Go to Fashion Glossary’s more established capitals. That makes this moment particularly exciting. You get to find the brands while they still feel like discoveries.

So, yes, Indonesia has Bali. It has incredible food. It has Indomie, which frankly requires no further explanation. But if you are still overlooking its fashionFashionThe art and industry of designing, producing, and styling clothing, footwear, accessories, and beauty trends. It reflects cultural influences, personal expression, and evolving styles across seasons and markets.Go to Fashion Glossary industry, you are missing one of the more interesting style stories happening in Southeast Asia right now. And these ten brands are a very good place to start.