Elected as the 7th president of Indonesia since 2014, RI 1 Jokowi is notable for his achievements in both local as well as in global scale, in many sectors from safeguarding peacekeeping to his fun assorted gimmicks. He is known as most probably the only President who’s heavily involved in Instagram as well as in YouTube. The 57-year-old man of the nation recently gave an opening speech for creative-based event iDeaFest, Jakarta Convention Centre, on October 26th, 2018. What caught everyone’s attention is his #ootd’s parka raincoat by a local brand.
Jokowi made an appearance looking hip in a parka coat by AME Raincoat available at The F Thing. Asked by local media about the outfit, Jokowi casually said, “It’s spontaneous, I like what I see, so I bought the jacket on the spot. It’s quite affordable as well. Functional wise, the jacket can be worn during this rainy season. And it’s from local brand.”
Going up to the stage, Jokowi looked stylish whilst giving a speech to all the attendees about the importance of having a good quality of brand or products that we would sell to the public. “If you have a good quality and competitive price, supported by a great packaging, the trend will follow.”
The President also confessed his admiration towards today’s youth spirit in marketing local brands, “I believe that this is one of the many factors that will support Indonesia in the future. Those who move Indonesia’s economic growth are each and everyone of you.”
ame (Pronounced as ame) is a local brand from Bandung, Indonesia which focuses on developing rain essential products with lifestyle values. It is founded by product design scholars who have dedicated themselves to foster rainwear products as a fashion in Indonesia. They believe that the rainwear products have been made and designed poorly for the last decade. Also, Indonesia is the perfect country to establish a rainwear fashion as it is a tropical country with at least six months of rainy season. At the moment, rainwear products are only seen as a functional product and it has been part of Indonesia citizen’s culture. However, ame believes that a rainwear products do not have to be just functional while sacrificing its aesthetic values; it can be both at the same time. Their vision and mission become the basic principal to their first collection: The “Colorful Rain Series”. The Colorful Rain Series which embodies the joy of wearing it in the rain.
Graphic design: Rusdah Ulfa