ame (Pronounced as ame) is an indie local brand from Bandung, Indonesia which focuses on developing rain essential products with lifestyle values as its core USP. It is founded by product design scholars who have dedicated themselves to foster rainwear products as a fashion in Indonesia. They believe that the rainwear products have been made and designed poorly for the last decade. Also, Indonesia is the perfect country to establish a rainwear fashion as it is a tropical country with at least six months of rainy season.
At the moment, rainwear products are only seen as a functional product and it has been part of Indonesia citizen’s culture. However, ame believes that a rainwear products do not have to be just functional while sacrificing its aesthetic values; it can be both at the same time.ame’s vision is to shape people’s perspective in rainwear products. While their mission is to make both highly functional with aesthetic values rainwear products. Their vision and mission become the basic principal to their first collection: The “Colorful Rain Series”. The Colorful Rain Series which embodies the joy of wearing it in the rain.
By design, ame’s products are greatly inspired from Japanese clean and minimalistic design such as Muji, Nendo design, Nanamica, and and Wander. This becomes the backbonethat represent Ame products to be clean and minimalistic. The ame’s design aspect is also inspired by one of its founder, Mirza Miftahuddin.
“ame is inspired from Japanese style design. We took our inspiration from the Japanese brands like Muji, Nanamica, And Wander, and Nendo design. Another reason why ame’srain wears look clean and minimalist is to maintain better protection from the splashing rainwater; less stitches prevent the water to go through inside the raincoat. Form follow function. Everything is anticipated during the product development”
At the beginning of this year’s rainy season, ame launches its new collection dubbed as “Authentic series”. This collection is the evolution of the Colorful Rain series. The improvements include YKK waterproof zipper and polyurethane-coated fabric with better waterproofing properties. This collection is the representation of ame’s iconic raincoat design.
Now, ame is eagerto be tested in Indonesia’s market and they are confident to be the market leader in rainwear fashion industry. ame believes that they will be able to make highly-valued rain essentials.