#LocaltoLocal Becomes ITISYOURSS Local Brand Principle to Advance Indonesia's Economy

Interest among Indonesians in fashion from local brands has increased rapidly in recent years. This is supported by survey data from Jakpat, which shows that 85% of 1,394 respondents prefer local products over foreign ones. Local products are now popular not only among Gen Z but also Millennials and Gen X (Yonatan, 2025). The women’s local fashion brand sector is one that continues to develop. One women’s fashion brand that has grown rapidly over the past year is ITISYOURSS. ITISYOURSS was initially founded in 2020, focusing on merchandise with illustrations. However, the founder of the brand, Tasha Liawati, saw a more promising opportunity in fashion, so in 2024, ITISYOURSS rebranded to become a brand focused on fashion bags for young women with premium quality but affordable prices. In just one year after rebranding, ITISYOURSS sold approximately 85,000 products. 1. ITISYOURSS offers a wide variety of bag models for Indonesian women ITISYOURSS provides various types of bags with many models and variations that are expected to support the daily activities of Indonesian women, whether for outings, school, university, or work needs. ‘We see high market interest in fashion items, especially bags, which are essential in supporting consumers’ daily activities. Therefore, ITISYOURSS wants to contribute by providing ideal, fashionable, durable, and functional bag options for women in Indonesia,’ said Tasha, the founder. 2. ITISYOURSS bag products are made from premium nylon crinkle material All ITISYOURSS bags are made using premium nylon crinkle material for a reason. Nylon crinkle is an ideal material for active women, especially those who regularly use public transport, because it is lightweight and water-repellent, so water splashes will not penetrate into the bag. In addition, all ITISYOURSS products are equipped with extra padding to provide a soft feel and greater comfort for users. 3. Timeless, clean, and puffy product designs are ITISYOURSS’s main strengths In addition to the lightweight bag material, ITISYOURSS always prioritises bag designs that are timeless, not outdated, and clean so as not to disrupt the overall appearance when worn by the user. The puffy and plush appearance also becomes one of the cute signature features of ITISYOURSS products. ‘Our product development team routinely conducts research on how to create stylish yet timeless and beautiful products when worn. One of our best-selling products, the Airy Backpack, is popular among consumers because of its timeless, aesthetic, clean design that doesn’t ruin the outfit and doesn’t make the user look like a ’turtle’ even though our backpack has large capacity,’ explained Tasha Liawati. 4. Prioritising ‘local to local’, all ITISYOURSS products are 100% produced by local artisans for all Indonesian consumers. ITISYOURSS has a strong determination not only to be a brand that simply ‘sells’ but also to have an impact on its community. One such community is the local Indonesian artisans who produce every ITISYOURSS product for consumers in Indonesia. Tasha, the founder of the brand, believes that local production can continue to develop and compete competitively with foreign products. Tasha also hopes that consumers will continue to support local brands, thereby indirectly helping the circulation of the economy in Indonesia.