LocalBrand.co.id March 2014

Featured Brand LEAP OF FAITHT H E I T S T Y L EExclusive Interview ALEXANDRA

ASMASOEBRATA

issueno.

28M A R C H

2 0 1 4

L I V E S I M P L Y

monoch rome

E D i t O R ’ s

People with black clothes are very common.

In the other hand, people who don’t have

any black in their wardrobe are rare to find.

We always have all those dark side. They

walk in one tone color head to toe, blue-ish,

red-ish, pink-ish, but there’s no such word

like black-ish or white-ish. They define ab-

solute, bold, and shade. Me have a plenty

black dress with various models, vice versa

my hues dresses quite simple with less de-

tail. My blacks define as sexy, seductive,

bold, and odd yet. When I wear my blacks,

people ask me where did I bought it, how

I made it and et cetera and I feel good for

sure. Black is not safe for me. Yes, as a color

indeed, but when I put it on my wardrobe,

my blacks always have details! I don’t have

any little black dress with simple cut or super

Le ercomfy black blouse, I use it to experimental

clothes. People define black with their own

approach, so what’s yours then?

Dwimayu BudinastitiEditor in Chief

tti

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E d i t o r ’s L e t t e r

C o n t e n t s

C o v e r S t o r y -

M e e t t h e I c o n ~ A L E X A N D R A A S M A S O E B R ATA

C u r r e n t Tr e n d

M i x & M a t c h

P a t t e r n i n R e p e a t

F e a t u r e d B r a n d - L e a p o f F a i t h

C O N T E N T S

Te a m FOLLOW US ON

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Cover Story.

PAGES6

ARTICLECover Story

MAGAZINEMarch 2014

IN STYLE

Alexandra Asmasoebrata

PHOTOGRAPHER

Putra Agung Mahendra

STYLIST

Dwimayu Budinastiti

MAKE UP

Dewina Aprianasari

LOCATION

Local’s Studio

Jl. Haji Salim II No. 54

12140 - Jakarta Selatan

EDITOR IN CHIEF

Dwimayu Budinastiti

GRAPHIC DESIGNER

Krishna Pradana

Ridwan Hadinata

TEAM

Karina Damayanti

Putra Agung Mahendra

Dimas Nalendra

Bhuana Paksi

Marchelynn

Tammy Tjenreng

is published by

PT. Local Intech Solution

Jl. Haji Salim II No. 54

RT 001 / RW 015

Kel. Gandaria Utara

Kec. Kebayoran Baru,

Jakarta Selatan - 12140

Phone. (021) 3025 3333

Connects ta lents & c l ients in creat ive industr ies area

Join us and send your por t fo l io to

info@local talent.co. id

PAGES6

ARTICLEMeet the Icon

MAGAZINEMarch 2014

Misty T-Shirt BLACK ROOSTER IDR 105,000

Bombay Runner Shirt ARAFURA IDR 295,000

Raj Blue Cardigan ARAFURA IDR 265,000

PAGES7


MAGAZINEMarch 2014

Meet THE icon

a l e x a n d r a

She used to cover up her last name in her daily life. She didn’t like to show off her another side, as a racer. Even she grown up in a man world, you won’t see her as a boyish woman. Her figure is presenting a well maintained urban woman with a black long hair, slim fitted body, and polished tapering fingers. She define herself as a dual personality. You can catch up her humbleness outside the race and vice versa, you won’t find it when she’s in area. “I’m totally different person when I’m in race, I won’t talk and I won’t smile neither. You won’t like me there.”

PHOTOGRAPH BY Putra Agung Mahendra MAKEUP & HAIR DO Dewina Aprianasari

STYLING & INTERVIEWED BY Dwimayu Budinastiti

a s m a s o e b r a t a

PAGES12

ARTICLETeam Interview

MAGAZINE2nd Anniversary Edition

Kano Knit Sweater ASK IDR 645,000 / Aloha Printed

Trouser ARGYLE&OXFORD IDR 310,250 /

Rainbow Jam Shirt His Daughter IDR 225,000

NMint Phyta Parka PINX IDR 300,000 145,000

“ I have an alter ego. While in race area I don’t

do make up. I’m not a friend that you can talk to without being peeved. “

PAGES9


MAGAZINEMarch 2014

WHAT’S THE MOST FAVORED PART OF YOUR BODY?Definitely hair!

HAVE YOU EVER DONE ANYTHING TO YOU HAIR?Nop! I have no gut actually. My hair never been

colored and I even have this hair style since I was

in 6th grade, hmm around 2000! So I’ve been living

with same hair cut over 14 years.

WOW, WHY? DO YOU REALLY LOVE TO KEEP YOUR HAIR LONG?I used to have a short hair. When I’m in kindergar-

den I have a bob hair style and keep growing when

i move to elementary. My dad used to discouraged

me to cut my hair, he doesn’t quiet like it. And now

my boyfriend consentaneous with him.

WHAT DOES IT MEAN FOR YOU TO HAVE A WELL-MAINTAINED BLACK LONG HAIR?Practically my hair is pretty troublesome. Once, I’ve

hair-washed in very early morning. And I overslept

with a wet-head. When I woke up in a late night,

my hair not even came up in moist, still wet indeed.

But this mean much for me, my hair became my

self statement since racing in junior high. I don’t

like minded about people opinion, racing is manly.

Through my appearance I want to ascertain, woman

can do man stuff without looks like boyish.

> > >

Cropped Silver Blouse NOSLAB IDR

255,000 / The Found One Skirt VANISHING

AND VOUND IDR 289,000 / Sleeve-

less Back Cotton Stripe SOLO IDR 375,000 / Tie VANISHING

AND VOUND

Transparent Lace Top DAY AND NIGHT IDR 399,000

PAGES10


MAGAZINEMarch 2014

IS THERE ANYTHING THAT YOU DO TO STATE YOU ARE A WOMAN RACER?No. Even my appearance become by personal state-

ment, but I don’t do just for another opinion. I do

it because I am. I love do woman stuff such as go

to beauty parlor, make-up, nail polish and all those

girly things.

WHAT’S DIFFERENT WITH YOU IN STAGE AND OFF STAGE?I seem like have an alter ego. While in race area

I don’t do make up, I don’t ever wear sun block! I

wear oversized tee and short. I admit that I am an-

noying in race! I’m not a friend that you can talk

to without feeling peeved. So I prefer to go racing

without being accompanied.

SO HAVE YOU EVER BEEN ACCOMPANIED BY YOUR FAMILY OR EVEN CLOSE FRIENDS WHILE YOU RACE ABROAD?No, not even my mom and dad. There’s only two

best friend that have been watched me live. It’s not

an excited moment, I don’t talk to them.

WHY IT HAPPEN?Maybe that’s how I handle the pressure. To get more

focus, because I’m such a competitive person.

SO YOU DON’T HAVE A SELFIE MOMENT BACK THEN? HAHAHAYes indeed! I took pictures after the moment.

Stretch Mini Skirt Electric Blue SIN IDR 113,400

Sinatra Blazer V BY SILVY IDR 599,000

Lego Dress ASK IDR 485,000

My appearance become my personal statement.

Colorize Jacket M.Y.E IDR 325,000

Black Gmori Top PINX IDR 175,000

Fluffy White TLBM IDR 250,000

My appearance become my personal statement.

PAGES11


MAGAZINEMarch 2014

SO WHAT ARE YOU CURRENTLY DOING?I work for my dad, go to office by project. I still have

an exercise, but not as much when I prepare for a

competition. Because my car is in China, I take a lap

there. But I keep my body fit by doing bikram yoga,

horse riding, boxing, and running.

SO YOU’RE NOT A GYM PERSON?No, not at all. I’ve tried once, but feel so bored. haha.

WHAT’S THE PERK BY BEING A WOMAN RAC-ER?Obviously, I surrounded by a man racer. Girls find

that men with racer gear are cool. They must be

envy me by being surrounded with all those pretty

boy hahha Actually I’ve got crush once with one of

them too.

VICE VERSA?No one think woman with man gear is cool. All those

boys doesn’t see me as a woman while in race. So

there’s no such a lady first back there.

Black Gmori Top PINX IDR 175,000

Fluffy White TLBM IDR 250,000

Trend

STYLIST Marchelynn

PHOTOGRAPHER Dimas Nalendra

90

’s

60

’s

80’s

90’s50’s

20

00

’s

70

’s

Black and white, not even define as a color. They stand for colors fusion. I prefer

to call it tint and shade, they last longest. Refers to maturity in fashion, less play-

ful. Nonetheless many designers implied the creation through the decorative

elements such as stripes, cutting edge, fabric, and patterns. Even though black

and white less playful, they certainly could stand out as much as hue. So play

shade, play in mono!

Current

All Wardrobes by LocalBrand.co.id

PAGES13

ARTICLECurrent Trend

MAGAZINEMarch 2014

All In Shade

Walker Black Derby ShoesZAPPIERIDR 475,000

Colton Belt GreyFONBELTIDR 129,000

Long Sleeve teeLEAP OF FAITHIDR 220,000

Finger Crossed HatLEAP OF FAITHIDR 190,000

Bianca Jeans CAPITAL CITIZENIDR 249,000

PAGES14

ARTICLECurrent Trend

MAGAZINEMarch 2014

Back To Mono

Windy SkirtPOZAIDR 259,000

White Black Pocket BlouseM.Y.EIDR 235,000

Moss Sagra JacketPINXIDR 300,000

Twinkle ShoesUSHOESIDR 525,000

Cristo NecklaceMASSICOTIDR 200,000

MP-PT-CT-Pattern Dino Stanp BlackMANEQUIN PLASTICIDR 130,000

Bronze NecklaceMASSICOTIDR 200,000

Name all the goods that you find appealing! That exactly what I asked Febrian and Alexandra. They

excited to open LocalBrand.co.id right away through our newly mobile site. They seemed hardly to

decide the outfit that match perfectly. After minutes of short interview, they clicked the share button and

got the looks that represent their current style.

Find the most suitable style for you by open LocalBrand.co.id through browser, click, share, and shop!

Mix&

Match

SHO

ES

SHIRT

HA

TBAG

JEWELLERY

DRESS

PAN

TS

INTERVIEW Marchelynn / PHOTOGRAPHER Dimas Nalendra

Kara Printed OuterFYLOIDR 265,000

Chromium DeltaTROVE FOOTWEARIDR 769,000

DaevyLABDAGATICIDR 115,000

PAGES16

ARTICLEMix & Match

MAGAZINEMarch 2014

ALEXANDRA ASMASOEBRATA

Mix & Match by

WHAT DO YOU DO?I race, girl kicks boys ass, LOL.

WHAT DO YOU THINK WOULD BE THE NEXT TREND?More and more fringed clothes.

WHAT ARE YOUR DAILY READS?Kompas, Moda Operandi, F1.com.

WHAT WOULD YOU NEVER BE CAUGHT WEARING?High waist jeans.

YOUR MUST HAVE ITEM…Big black boyish watch

LAST THING YOU BOUGHT ON THE INTERNET?Cosmetics.

COULD YOU RECOMMEND US THE BEST PLACE TO SHOP?Bergdorf Goodman on winter sale, lol.

INSTAGRAM : @AS_ALEXANDRA

Beach Bralet WhiteIMPROMPTUIDR 188,000

Stripe SkirtDAY AND NIGHTIDR 299,000

1.

2.

3.

4.

5.

3

4

1

5

2

Pants Green KOTONEIDR 175,000

Backpack 301TAYLOR FINE GOODSIDR 350,000

Tristna ShoesDAVUIDR 620,000

PAGES17

ARTICLEMix & Match

MAGAZINEMarch 2014

FEBRIAN

Mix & Match by

WHAT DO YOU DO?Musician, Socmed enthusiast.

WHAT DO YOU THINK WOULD BE THE NEXT TREND?Something clean and simple.

WHAT ARE YOUR DAILY READS? Hypebeast, Kinfolk

WHAT WOULD YOU NEVER BE CAUGHT WEARING? Versace Pattern Shirt LOL.

YOUR MUST HAVE ITEM…Hat / Cap.

COULD YOU RECOMMEND US THE BEST PLACE TO SHOP?Online (Localbrand.co.id) Shop (Goods Dept).

WHAT IS YOUR FAVOURITE TUNE AT THE MO-MENT?Origami - Capital Cities

IF YOU COULD HAVE A SUPER POWER, WHAT WOULD IT BE?Fly, so I can fly to the place that I’ve never been to.

INSTAGRAM : @_FEBRIAN

Beebo AfrikaShirtSHY SHY KATIDR 179.000

Laine Graise VestBRANDLEYIDR 325,000

1.

2.

3.

4.

5.

2

3

4

1

1

2

4

5

3

Arctic Fox Hoodie ELVACKA IDR 349,000

g r E y s c a l e

_MODEL Gauzan Bustami PHOTOGRAPH BY Putra Agung Mahendra

STYLING Marchelynn

Kill Your Doubts LEAP OF FAITH /

Moyo Black CAPITAL CITIZEN IDR 259,000

Disco Slave Sweater ELVACKA IDR 329,000 /

Wool Cap LEAP OF FAITH IDR 190,000

Stripes Henley LEAP OF FAITH IDR 250,000


Oxford Black Shoes BRANDENIM IDR 350,000

Grey Randa CHOPIN JAVA IDR 130,000 /


PAGES24

ARTICLEFeatured Brand

MAGAZINEMarch 2014

F O U N D E R

Ady Faruqi & Narantara Sitepu

B R A N D

Leap of Faith

1

F E A T U R E DB R A N D

WHAT DO YOU WANT TO BE? WHY DID YOU TAKE LEAP OF FAITH?We want to be the top pile of your

wardrobe, the kind of clothing pieces

that you want to wear over and over

again everyday even though you have

an abundance of outfits to choose

from. We took this leap of faith be-

cause we are lovers of easily wearable

and simple everyday outfits. If we cre-

ate what we like, we’ll be passionate

enough to sell it.

DESCRIBE LEAP OF FAITH PER-SONALITY IN A SENTENCE… Blunt, practical, and uncompromis-

ing.

WHAT’S BEHIND THE LOGO?Fingers crossed. It should be self-

explanatory (which we believe it is),

otherwise the logo doesn’t serve its

purpose.

HOW DID YOU GET CONNECT-ED EACH OTHER? Through friendship and common

taste.

WHERE DO YOU THINK YOUR MAIN INFLUENCES COME FROM? Music, arts, humor, conversations.

WHAT HAS BEEN THE MOST EX-CITING MOMENT FOR LEAP OF FAITH SO FAR? The moments where we change some

of our ideas at the last minute. To our

surprise, those last minute changes of-

ten turn into best-selling articles. Ap-

parently the best ideas come last.

IF YOU COULD COLLABORATE WITH ANYONE RIGHT NOW WHO WOULD IT BE?Ernest Prakasa ‘cause he’s funny

HAVE YOU ENDORSED PUBLIC FIGURE YET? No, but if Ernest Prakasa is reading

this, contact us and we’ll hook you up

with some gear. Oh, we did give a t-

shirt to Xandega of Polka Wars, but

we don’t think he’s famous .................

............... yet. #namedrop

> > >

PAGES25

ARTICLEFeatured Brand

MAGAZINEMarch 2014

IF IT’S A NO, HOW WOULD YOU LOVE TO ENDORSE AND WHY? We’d like to endorse interesting

people regardless of their degree of

“fame”. People with interesting /

fresh perspectives or a good sense of

humor are always inspiring to us.

WHO’S YOUR ARTIST BE-HIND THOSE ILLUSTRATIONS? WHAT’S THE CONCEPT? We do the ideation, creative direc-

tion and doodling amongst the three

of us, but we hire a professional de-

signer to execute and prepare the FA

for production. The concept varies

depending on what inspires us at the

beginning of the process in each de-

livery.

WHAT’S YOUR FAVORITE PIECE OF LEAP OF FAITH? Obviously to us each and every one

of our pieces has its own story. It’s

like being asked to pick a favorite

child.

WHAT KIND OF MUSIC DO YOU FIND REALLY INSPIRING YOU WHILE DESIGNING? We don’t associate ourselves with cer-

tain genres. So any kind of music that

gets us excited at the moment, be it

the thought-provoking lyrics, the nos-

talgic feeling it evokes or simply the

interesting tunes - can be an inspira-

tion to some extent.

WHAT KIND OF MUSIC DO YOU FIND REALLY INSPIRING YOU WHILE DE-SIGNING? We don’t associate ourselves with certain gen-

res. So any kind of music that gets us excited

at the moment, be it the thought-provoking

lyrics, the nostalgic feeling it evokes or simply

the interesting tunes - can be an inspiration to

some extent.

BTW, the Indonesian independent music scene

has really really stepped up their game. So,

much respect to all those involved.

WHERE’S THE BEST PLACE TO WEAR LEAP OF FAITH?Wherever you can just be yourself and relax.

IS THERE ANY PLAN EXPANDING TO WOMEN’S WEAR? WHY? Not in the near future, because so far our

clothes seem to have a unisex appeal. It’s ef-

ficient and it adds to the uniqueness of our

brand, so we’d like to maintain it for now.

PLANS FOR 2014… To do more experimentation and meet more

interesting people. Oh and collaborations,

there’s always room for more collabs.“ WE WOULD LIKE TO ENDORSE

INTERESTING PEOPLE REGARDLESS

OF THEIR DEGREE OF ‘FAME’. PEO-

PLE WITH FRESH PERSPECTIVES ARE

ALWAYS INSPIRING TO US “

LEAP OF FAITH

> > >

INTERVIEW Dwimayu Budinastiti

http://localbrand.co.id/LeapofFaith

L I V E S I M P L Y

LocalBrand.co.id March 2014

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