We are so tempted with their wooden I-phone case, obsessed with their sleek-wood suitcases, and we just adore the cute honey-wood bowties. Introducing, the burgeoning local brand, SANOESA.
The independent label is the child of three men; Andrew, Bimo and Nael, whom started as a lecturer-students relation, and now a team, partners in a creativity-crime. Find out more about SANOESA with our stories below.
They met as students and lecturer in Binus. Andrew was a lecturer in Graphic Design. He is what you might describe as someone with peculiarities, a restless and strict person who always on the outlook for potential new projects, and SANOESA was one of them.
The students; Bimo loves to create and daydream and Nael, is probably the most meticulous person you will meet and just like that, these combinations made into something that is more balanced as a team.
How it all started…
As what was taught in the advertising agency, it is important for Andrew to always in the search for new potentials and innovations. Then it started from a long daydreaming session married with a certain ego and desire to bring up another idealistic goods to be known globally.
At first Andrew was running SANOESA solo, knowing his capacity, he took Bimo and Nael as helpers, but due to lots of occurrences, finally they got into an agreement to form partnerships as Sanoesa’s Empoenjas.
SANOESA’s Core Concept…
Andrew explained SANOESA as a movement that glorifies many Noesantara’s values and cultures such as: nature-minded, bhinneka toengal ika (tolerance toward diversities), co-creation, and taking pride of long established legacies.
He described that the Noesantara’s wood-craftsmanship history has been established for at least thousands of years; it has been passed down to many generations without fail and keeps evolving from one to another. However, due to the modernization, some of the younger generations perceived that doing labor jobs is more lucrative than continuing their ancestors’ legacies due to the better economical values.
That was the main issue that drives SANOESA to come along, the three men are beyond proud of their Noesantara’s cultures, and they don’t think losing those beauties for a mere capitalism age and ignorance of the people is an equal trade.
So the solution for them is having a brand, a movement that could produce beautiful crafts with sophisticated techniques, using minimal tools to bring out the handmade taste on the goods, and of course the tags won’t be cheap. So some of the profits would be able to support the folks financially, and at the same time it would bring the pride of their job, ultimately, they could revive a village’s culture back.
How does it work?
They explained that SANOESA becomes a hub that aims to have a ‘bilateral’ act between the local artisans who possess a humbly magnificent crafting skills with a radical thinking designer, to brings out the magic!
At the moment, they are collaborating with the Sukoharjo folks who have a significant story as woodcrafters village, which used to have wood crafting as their occupancies, funny to think how they stumbled upon this place by accident. It all happened when their production’s supervisor back in Jakarta was homesick, and due to that, they went along with him, and fell in love with Soekoharjo, with the people, and the environments.
Not forgetting, as much as they don’t believe in industrialism, they encourage their artisans to handle their works from end–to–end. That’s what they had noticed from all the notable brands in the world do. It shows lots of dedication and purity of works that are not supposed to be tainted by other hands.
For a more complex work such as koper kajoe, or tas kajoe, they involve two people in the workmanship process, one people for the woodworks, and another artisan for the leatherworks, and it is nice to see two hands collaborating to solely create a beauty come true.
So, Why wood?
They described wood as one of the material that posses a magnificent uniqueness, you will not find any identical grains within two pieces of wood. Moreover, within the same tree, there are many possibilities of different grains that could be found.
And the deeper they do their studies the more they found out that there are many gold standard woods that Indonesia posses, which they would like to reuse. Yes, they only reuse wood, so no trees are being cut down for this, because they believe that many aspects are being reconsidered. Technically, wood that is sourced from trees are still unstable, it requires years of air drying before it goes into a further processing to make the most suitable material for any handheld goods.
Furthermore, there are lots of folks that don’t value their house wastes; so they took their wood-materials from house ruins, railway padding, and many other ruin sites.
The future of SANOESA
When asked about the future, they explained their plans to keep improving the workmanships, developing new designs bit by a bit, and of course expanding as far as SANOESA capable of, because they need to spread the spirit and value of our Noesantara’s culture along with the other artisans, and other brands.
By saying that, there are a few collaboration agendas with other brands that they believe that could strengthen both of their standing together. For business expansion, they mentioned a few offers available, yet they still need to think about it carefully, as they don’t seek to get into places that doesn’t value handmade as a handmade, yet a place that has the same spirit just like them.
Photography: Voltaire Studio
Make Up and Hair: Stephanie Elysia