The Bluesville

“Their Story Start With The Word BLUE”


Indigo (Indigofera Tinctoria), is the only real plant that can produce real shade of blue and has been used for centuries ago by many civilization in the world, especially Asia to produce rich and beautiful shades of blue that cannot be replicated by synthetic dyes. Indonesia has a deep connection with indigo since centuries ago.

Java is actually one of the biggest indigo plantation back in 16th centuries, providing Dutch East Indies company with plentiful of blue dyes commodities marketed in Europe as a luxury dyes. As an Indonesian brand, they are really passionate in preserving our culture through natural indigo dyeing which their apply into a relevant form of clothing.

The process of extracting indigo until it can result in shades of blue is not an instant process, lots of manual and hand process involved inside. First they need to manually farm the plant for about 3-4 months before they can actually reap the plants. Afterwards, a manual fermentation of the plants is required to extract the indigo to produce a paste formed extract which is then they take to our own workshop and apply it to our clothes.

The history and spiritual relation about the color blue was what led us to explore more about indigo, and its relation to people remains as one of our main inspirations



Indigo as the main source of blue shade color for in the past, extracted from many type of plants but mostly indigofera. Its unique production methods with their spiritual associations, and the beauty of the colors produced on a wide range of textiles, have lent an aura of mystique which still lingers on today. No other dyestuff has been valued by mankind so widely and for so long as one of the world’s oldest dyes, it remains the last natural dye used in places that have embraced synthetic dyes for every other color. as cited from Indigo – Jenny Balfour-Paul



Indonesia is the foremost place where you can find one of world’s ancient traditional art still being practised until today, which is batik. Batik in Indonesia is sometimes considered a sacred thing, a cultural art with many myth and legends surrounding its art and process. Bluesville is trying to preserve this ancient art and process through our own value and design. They always believe that batik is not just the art, but the process behind it is the most important thing.



To stay true to our traditional concept, they are also doing partnership with some of the best local artisans in handwoven fabrics with more than 40 years of experience in the field. By partnering with them, they are graced with a beautifully hand-made fabrics which is unique to Bluesville as well as pushing our local artisans to produce more quality fabrics in the future.


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Voyej Leather Goods


A Man’s passion on journey has taken leather goods into human history for centuries. VOYEJ, as a brand, try to revive the history and design it to become your own experience. Through the handmade crafting of leather goods and chosen materials, we bring the design that fits into the present lifestyle. As the leather age, the color becomes more mature. Reveal the heritage as you take VOYEJ with you and you could tell the story yourself later on.



Their products are proudly made in Indonesia by skillful and experienced local craftsmen from Yogyakarta, long known for its artistic heritage. The making process takes considerable amount of time for most of it is done by hand, ranging from leather pattern cutting, skiving, stitching, burnishing, until assembling parts to create the final product. They are believe handmade process is an unspoken way to express sincere passion as well as attention to details and quality.



Natural vegetable tanned (vegtan) leather is used as main material and mostly are sourced from USA because they are aim for leather with rich scent and outstanding consistency in quality, even though natural vegtan leather tends to have slight difference between hides from natural scars or markings. they have used various type of leather from local and well known international tannery such as Chahin, Horween, and Hermann Oak. Alongside leather, in order to create high quality products, we use hardware made by local artisan and also from USA and Japan.



The notable feature of natural vegetable tanned leather is the color evolution. It is when the leather has developed its patina over time, thus result in darker leather color. Raw leather has open pores and therefore easily affected by sunlight, fluid, or dirts. Color evolution process is a personal journey because it may vary depends on usage and leather treatments given to the leather goods.

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OldBlue Co. The 21/23 ‘Beast’

The 21/23 ‘Beast’ – 8.25″ Heavy Weight Edition

This is one of Oldblue’s signature denim articles. They first made the exact pair 5 years ago, back in 2011. This 21/23 Ouncer was the first heavy weight denim ever produced here by an Indonesian brand. And we can safely say that they successfully changed the entire denim industry along with its behavior here. From the Oldblue point of view, they decided to make a heavy weight denim back then with a mission to prove to the world that here in Indonesia, there’s a brand that had enough courage and also resources (in term of human-skill and also all the machinery needed) to create such a heavy monster denim pants.

The denim itself is originated from Okayama, Japan. It is an unsanforized denim. It starts as a rigid 21 ounces denim and once after the intial soak/wash it will become approximately 23 ounces per square yard. As ou can expect from a loom-state denim fabric, the denim texture is quite hairy, but still within the reasonable amounts. The rigidness and the stiffness of these denim surely doesn`t need to be questioned. Made using Oldblue signature 8.25” Cut pattern, which is their slim straight cut, this jeans will surely suit for your daily heavy-duty errands.


You can also expect all the loveable signature details from Oldblue in this denim pants. Such as Japan-made hardware (for the rivets and buttons), red-white striped chambray fabric from USA for the pocket bag, vegetable tanned American horse hide for the lather patch, and so on.


Known widely as ‘The Beast’, the fading ability of this jeans is really remarkable. So many pairs had already achieved their maximum fade potential. Many denim-heads refer The Beast as a ‘never-fail’ denim, of course the term was not just come out of nowhere. The exact denim article had already won some prestigious awards, as the 1st Winner of Indigo Denim Contest ’14, the Favorite Winner of Indigo Denim Contest ’14, to the Fade of the Year (2015) by Heddels.


As this jeans always come in very limited pairs, we are currently the only store here in Indonesia that carries the 21/23 Ounces ‘Beast’. We even have the 21/23 Oz in Oldblue 6th Anniversary special, which was only produced in extremely limited 66 pairs. The 6th Anniv edition was made with some tweaks comparing to the regular one. It has a special 6th Anniv leather patch, red stitched arcuate detail, special 6th Anniv embroidery, and other cool details.

So what are you waiting for?

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STOW Store is Now Open


“Experience Things In Their New Proper Place”

About STOW

       “STOW” means to put things in proper places. It’s all started with collaboration between Bluesville and Voyej and as time goes by, STOW became a conceptual flagship store of the two brands and opened its door in December 2014 for the first time.

Jakarta, September 8th, 2016 – STOW Store is finally up and running again after its temporary close due to moving out back on June 2016. Still located around South Jakarta area, the store now has bigger space with fresh concept and also more selection of well curated local brands ranging from denim to shoes category. Alongside Voyej, Bluesville, Viél, Kana and Blue Muscle Union, there are Oldblue Co., PMP Denim, and Zevin to share the new space with. Public can visit STOW Store and experience its whole new ambience now at The Buya, 2nd Floor, Cipete IX No.1.

There is also something new going on behind the store opening. Direz, Creative Director of Bluesville explained, “As our first concept is about collaborating, we are always on the look for partners to collaborate so when the right time and partner came, we decided to go with Oldblue Co., which we have been working together previously.” He further added, “This collaboration means a lot for our growth in terms of exchanging customer base, product development, and brand marketing. The way STOW move now is not merely to put things in a proper space anymore, but creating a new and thorough proper experience in the proper space as well.”

For quick updates about STOW Store and promotions, please subscribe to website and follow STOW Store Instagram account @stow_jkt.

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        BLUESVILLE is always about traditional garment making technique, inspired by world cultural heritage and fine clothing such as natural hand dyeing, handwritten batik, and hand weaving using traditional loom. These traditional techniques done by textile artisans in many places of Indonesia result in unique fabrics and clothes that cannot be replicated by modern garment process, rendered in a more modern and relevant forms for an easy everyday wear.



        A Man’s passion on journey has taken leather goods into human history for centuries. VOYEJ, as a brand, try to revive the history and design it to become your own experience. Through the handmade crafting of leather goods and chosen materials, we bring the design that fits into the present lifestyle. As the leather age, the color becomes more mature. Reveal the heritage as you take VOYEJ with you and you could tell the story yourself later on.



        Founded in the early of 2010, Oldblue Co. is mostly inspired by the late 1800’s to the 1950’s vintage American work wear with classic – repro as the main idea and concept. Every pairs of Oldblue Co. jeans are proudly designed with heart and thought, cut, and sewn by the hand of ingenious and hardworking Indonesian talents, using impeccable materials, sourced from every corner for each and every detail of the goods.


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