GN: Hotel was born in 2018, how has the brand evolved since then?

H: Its been evolving very organicly which what we were aiming for. We try to built the brand through communities for sure.

GN: Hotel, what does the brand name stand for and who is your customer?

H: We name our brand Hotel as we want our brand ethos to mimic a Hotel, to give space and good quality product without judging anyone who’s wearing them. (Like a Hotel, they provide a place & customer service without judging who is staying)

GN: What is the creative process like behind a new Hotel style or collection? Is it guided more by feeling, concept or aesthetic?

H: Yes! Its guided more towards feelings, what we feel at that time, what we like, and what we want our customer to feel excited towards

GN: What role does punk and rock music play in shaping Hotel's identity? 

H: I grew up listening to some punk & rock music. One of my fav bands is Arctic Monkeys, and the most impactful influence I would say is towards our graphic language to the Brand.

GN: Are there particular artists or subcultures that are ongoing Hotel references? 

H: Maybe some subcultures are vintage pieces which we cross along the way. We both love workwear, so there’s definitely references from that

GN: Being based in Indonesia with a rich cultural landscape, how does this influence your approach to design and storytelling?

H: To be honest, I never think that it influences the way we design our pieces. Maybe most of the time we’re actually City Boys, we live in the city most of our lives, so the City probably influences us towards the design.

GN: Your brand is described as 'sweet, dark, and mysterious'. How do you translate that emotion into the clothes and visuals you create?

H: We always try to stay genuine. We present what through our graphic, our wordings, which is sometimes could be very romantic, yet we combine them with very formal pieces that creates something mysterious.

GN: In a world of being sustainable, what are some of your practices?

H: We’re always careful of the quantity of production. We’d rather sell out quickly and have people wait for restocks (which is usually in small quantities as well), rather than having mass quantities and have them going on sale very quick.

Image courtesy of Goodnight Magazine, Kimberly Goodnight.

hotelofficial.co