Fly The Local Way: When Local Aviation, Pop Culture, and Streetwear Unite

UNERD "Fly The Local Way" (UNERD Doc)

JAKARTA - The Jakarta lifestyle world has just witnessed an unusual "three-way" collaboration. Located in the heart of the capital's trend, UNERD Footwear officially opened its first physical store door at Plaza Senayan on Friday (13/2). However, not just a store opening, UNERD has a big mission titled "Fly The Local Way".

This cross-sector collaboration brings together national airline Garuda Indonesia, global intellectual property (IP) icon Tahilalats, and UNERD as a representation of progressive local streetwear.

100% Local Synergy: From Aircraft to Road Asphalt

This project is an evolution of Garuda Indonesia's "Sky Explorer" campaign. If previously we saw the adorable illustration of Tahilalats adorning the aircraft livery, now the narrative is down to the streets through a pair of sneakers.

Deputy Minister of Creative Economy, Irene Umar, who was present at the launch, called this synergy a new face of Indonesia's creative economy.

"This is really 100% local. Our pride airline, IP that has gone international, and a local shoe brand. I want to see more collaborations like this because this is our new growth engine," he said.

Collective Sport-Style Aesthetics

Visually, this collection is a meeting between functionality and urban humor. UNERD uses their sleek sport-style silhouettes as a canvas for Tahilalats' signature visual elements and Garuda Indonesia's elegant color identity.

Detail that Caught the Attention:

Two Iconic Articles: the INSURGENT model (Rp429,000) for bold style lovers, and the DHIGH V2 (Rp389,000) for a more subtle but sharp look.

Exclusive Accessories: Each pair comes with unique jibbitz, special hangtag, thematic insole design, to special box that makes it worthy of being a collection item.

Global Quality, Local Soul: Yosep Putra Susanto, Founder of UNERD, emphasized that the quality of their manufacturing is equivalent to international brands. "Only global brands believe that production in our country, why can't local brands provide the same quality?"

More Than Just Shoes: A Prayer and a Journey

For the collaborators, "Fly The Local Way" is a symbol of travel - both physically, emotionally, and creatively. Tahilalats (Mindblowon Studio) chose UNERD because of its progressive spirit, while Garuda Indonesia sees this as a way to stay relevant to the dynamic lifestyle of the younger generation.

"Hopefully, this collaboration will be a prayer that UNERD can follow in the footsteps of Garuda and Tahilalats, which are the pride of Indonesia in the eyes of the world," added Yosep.