Started as a Vans shoes reseller in the early 2010s, Ruli Hutabarat and Yasser Hadeka Daniel founded RAD.1440 to take advantage of their love for fashion and play a role in shaping communities. Ever since, RAD has become one of the most reliable and trustworthy destinations in Jakarta for curated streetwear and rare finds, while also being a friendly gathering spot for community events. But for most of its lifespan, the best of RAD had yet to come.
“We’re happy that people like our selections, but we felt that RAD deserved a better space,” said co-founder Ruli. “So, we took notes of how stores operated in other countries, and that was what inspired the new design, as well as the inclusion of Fern.” The updated layout opens up the floor to showcase more of the collection that has cemented RAD’s standing as a trusted multi-label store, while also setting the stage for an experience that extends what’s on display.
Now more spacious than before, the Mediterranean-inspired interior is complemented by wooden tables, Lexon mushroom lamps and hanging artworks by local graffiti artist Crack The Toy. Across the store, RAD.1440 displays local and international brands side by side, from the likes of cargo shorts by thisisneverthat, vintage F-series Casio watches, all-in-one tote bags by Pepperdy to Montbell’s outdoor sandals.
The store’s collection also boasts some exclusive apparel, namely the heavyweight tees by Shaka Wear, as well as the blue and white long-sleeve shirts from Kamengski’s Jual jimat anti miskin line, which you can only find offline at the RAD store.
Once done browsing, shoppers can round off their visit with a cup of coffee at Fern, which is attached to the store. Catering for grab-and-go coffee runs, the Fern section opens earlier at 7 AM. Here, one can sip on signature brews or nibble on some Lawless doughnuts after browsing through the racks.
At its core, however, the new RAD.1440 is not only about the clothes on display or the menu being served. The store’s modular design makes it easy to host events, such as product launches, fashion shows to film screenings. Behind this decision is RAD’s core value of engaging with the streetwear and lifestyle communities “Not only are local brands well-developed now, but the movement is also very fast-paced. We like to engage with them through collaborations,” said Ruli.