The Indonesian fashion line ISIS, though fairly new in the market, but have gained recognition, both nationally and internationally. We visited their workshop atop the SkyStore-inc in Kemang to get the inside scoop of their beginning, where they are now and their plan for the future.
ISIS, as we know it today, is the brainchild of Andrea Risjad with young fashion designer Amot Syamsuri Muda, a partnership made in heaven, if I might say. Andrea’s unique, creative and easy-going luxury style inspired Amot for the storyboard of the brand that carries the spirit of ‘Casual with an Edge’, and the way Amot translates it into a collection, season in season out, bode well with Andrea’s taste. But the label itself was born way before Andrea met Amot.
ISIS: The Beginning
The name ISIS came from the name of a goddess in Greek ancient mythology. It’s an iconic powerhouse name, even before Marilyn Monroe and Audrey Hepburn were unearthed.
It all started in 2010 when Andrea collaborated with her friends to make a clothing line as a hobby. It was originally created because she wanted to make that ‘easy-going luxury’ accessible for everyone. The brand started by making a series of t-shirts. But soon after, because of creative vision differences, the partnership dissolved, but Andrea still had strong belief in ISIS.
It’s in Amot, that at that time still reside in Singapore, that Andrea find a perfect partner in building this brand. Amot, a La Salle Singapore graduate fashion designer, who grew up in Singapore, has the luxury to not be overwhelmed by Andrea’s big name. Thus, allowing him to give Andrea his most objective input in this partnership, even at times he needs to debate her. I guess, if it were any other person, they wouldn’t have the courage to do so. This what makes the partnership works so well, because the two have an equal footing in the creative direction of the brand. Also, even though they are two different minds, but with the same vision and goal, one view completes the other.
