Definition of Cool: 707

Merchandise at 707 offers fashion beyond mainstream trends and styles, delivering urban designer brands not yet available in the rest of Jakarta.

“Sometimes we are six months ahead, compared to the other stores in the city,” says 707 General Manager Nana.

Nana, a 20-something young woman with a keen grasp of urban fashion, has been part of the 707 team since day one, when the store opened for business at Kemang Icon building. “We always made the effort and develop the concept from the start to carry cutting-edge brands from suppliers all around the world,” she says.

707 carries T-shirts, jeans, shoes, sunglasses, watches and accessories by such trend-setting brands as APC, Nudie, Surface2Air, Kidrobot, Cheap Monday, YyMC, Richard James, Superfine, Edun, Alife, aNYything and Melissa, and many more.

If you have never heard of 707 before, you are not alone. The owners deliberately refuse to advertise and have always kept a low profile since the boutique opened its doors in 2005. So how do they stay in business? Mostly by word of mouth, says Nana. Also by social media such as Facebook, Twitter, blogs, and weekly newsletters. Over time, 707 has grown and developed a loyal, trend-aware clientele.

Not long after the store opened, 707 expanded to Cilandak Town Square for a micro version of the store called 707 Annexes. In 2008, the two outlets were combined into a bigger space at the current Aksara complex on Kemang Raya. The store’s urban chic design features vintage furniture combined with modern minimalist, large windows, white brick walls and a classic barber chair.

Adam, who has been working at 707 for three years, says most customers at the store come in looking for unique and exclusive brands. “They dig the rare jeans, and it’s all about curve for them,” he says. Dressed in vintage Nike shoes, designer jeans, T-shirt and baseball hat, Adam says he is comfortable working at 707 because it fits his lifestyle. “I like everything original; my style is simple, I want to be able to feel not just see the product,” he says.

Staying One Step Ahead

707 products typically create a buzz; their first launch for Nike drew lines of 400 people, with many sleeping outside the store overnight, because they knew it was an exclusive line not available at Nike stores in the malls or anywhere in Jakarta. Many other brands such as Nudie, Cheap Monday, Ksubi and Melissa only allow their limited-edition products to be sold in 707. “Most of the lines we carry are exclusive,” says Nana.

Monitoring trends is a key aspect in a business that aims to deliver fresh products. “We regularly keep an eye on magazines, the internet, television and follow the current buzz,” says Nana. “We also look into the background and the people behind the brand. That has always been one way for us to consider and choose a product.”

One product always in demand at 707 is denim. At 707 you can easily find rare and high-quality salvage jeans from Japan with brands such as Imperial, Naked & Famous and many others. Rare jeans at 707 can be priced as high as Rp 7 million.

“Preppy style is the new look for the season,” says Nana. Around Kemang and other hip areas in Jakarta, you can easily spot teenagers and young adults wearing retro glasses, buttoned shirts, chino pants and loafer shoes. Being preppy is cooler than ever, in comparison to previous years when sneakers and T-shirts dominated the urban market. The sneaker rack that used to be the Nike shoe display has been replaced with loafers and boots.

How do they deal with competition from knockoff merchandise? “We don’t worry about that because our customers appreciate quality and love the brand they are seeking. I don’t think they would consider imitations; besides it feels much better paying and wearing originals,” says Nana.

Serving only the best and meeting the demand for exclusive products have proven successful strategies for 707. For customers of this high-end boutique, the rare and limited-edition items on offer are worth every penny.

Iwan Putuhena Reports

Original article was published in Kemang Buzz

Definition of Cool: 707

Pictures by Dissy for Kemang Buzz

707

Jl. Kemang Raya No. 8B, (next to Aksara, under Casa)
Tel: 021 718 0051
info@sevenohseven.com
sevenohseven.com
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