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Name your music and clothing store Lawless, and you are bound to get heads turning. The new independently owned store located in Kemang, South Jakarta, is eager to offer its customers something more than a typical distro: a store primarily focused on selling fashion items by local, independent lines.

Combining tattoo services, custom motorcycles parts and cutting-edge music merchandise, Lawless is owned by two members of acclaimed heavy metal act Seringai (Grin), a band known for their non-conformist attitude, rebellious streak and dark imagery.

As one of the store’s T-shirts proudly proclaims in a semi non-sequitur: “Beer Drinking, Hell Raising, Live to Ride, Ride to Die, Rock And Roll,” it’s clear how disaffection runs through the store’s veins, if only in a tongue-in-cheek manner.

Arian Arifin, one of Lawless’ co-owners, is mostly known by his stage name, Arian 13. As a singer whose previous hardcore band Puppen (Dutch for “Defecate”) was one of the progenitors of the local independent music scene, Arian formed Seringai in 2001 in order to start anew. He has since furthered his name and reputation in the scene as a graphic artist and musician, bringing along a ready-made audience eager to storm Lawless.

As it is, the store already has legions of tattoo-adorned followers who hang out alongside their custom motorcycles in front of the store, while drinking plentiful quantities of liquor.

Along with Seringai’s bass player Sammy Bramatyo, the singer initially opened the store to sell his and other local bands’ merchandise. Two other friends, Yusuf and Gofar, also became investors.

“About two years ago we opened the store as ‘Howling Wolf.’ After our lease ran out, we decided to merge with the neighboring custom motorcycle store ‘Piston,’ ” Arian explained.

The name change came after a tattoo parlor called Lawless joined in. Though the parlor and the store are still run under different management, they present themselves as one Lawless entity with the benefit of combined visitors.

“We are just trying to branch out to prospective customers, from those who enjoy rock music, to those who like custom motorcycles, to tattoo enthusiasts,” Arian said.

Lawless was officially established last August with a barbecue party to commemorate its opening. Arian remembers the day as being filled with “burritos, barbecue and free beer.”

“All I can say is that we took out seven kegs of beer,” he said of the festive launch, which was attended by many from the music, arts, and custom motorcycle communities.

For Arian and Sammy, the subculture of tattooed motorcyclists who listen to rock music is a fascinating one, built around aesthetics of which they are particularly fond. Arian acknowledges the visual influence motorcycle designs have on his illustrations, many of which adorn their merchandise (as well as that of a few other bands). If Lawless had a color, then it is black, with images of skulls and wolves.

Arian said this particular subculture had a long history in the West. “In the West, there are a lot of musicians who have one foot in music and the other in custom motorcycles,” he said.

The store’s mostly limited-edition products are quick to sell out, with Seringai fans making up the bulk of the customers. Many of the items are consignment drop-offs from bands and other clothing lines, but many are also produced in house.

“We’ve produced everything from Lawless Nomad sunglasses, flip helmets, to work shirts,” says Arian.

Both Arian and Sammy plan on expanding the store in both size and popularity. One of their marketing schemes is to hold a barbecue party each month.

They have also opened an online store where customers who don’t want to wade through Kemang’s notorious traffic can purchase items with the click of a button.

Arian hopes that the store will eventually garner enough income for him to reach his dream. “Hopefully it becomes profitable enough that I’ll have enough money to build my own ideal custom motorcycle,” he said.

Lawless
Jalan Kemang Selatan 8/67K
Tel. 021 7192871
E-mail: lawlessjakarta@gmail.com
facebook.com/lawlessJKT
lawlessjkt.multiply.com