Identity Over Trends

Born in Indonesia, PROJECT 101 is an independent streetwear label shaped by contemporary Asian street culture, driven by individuality, and defined by its own creative identity.

Founded by Rexy Mury

AN INDEPENDENT VISION.

Indonesia · Est. 2026

Origin / Issue 001

WHY 101?

The name PROJECT 101 carries a personal philosophy: 1 → 0 → 1. A movement from building something, to starting over, and finding a new direction.

It reflects the idea that creativity is never a straight line. Perspectives change, ideas are challenged, and what once felt complete can become the starting point for something new.

For us, 101 is not a formula for perfection. It is a reminder to keep experimenting, learning, and creating without being confined to a single identity.

THREE DIGITS. ONE CONTINUOUS JOURNEY.

An ancient form. A contemporary expression.

Identity / Issue 002

THE SYMBOL BEHIND THE LABEL.

The pterodactyl skeleton is one of PROJECT 101's defining visual elements. Inspired by a fascination with prehistoric life, it brings an unexpected reference into contemporary streetwear.

Its skeletal form, sharp lines, and distinctive structure offer a graphic language that feels raw, unconventional, and instantly recognizable.

Rather than treating it as a symbol tied to one collection, we see it as part of an evolving design identity — one that can be reinterpreted through different garments, materials, and creative directions.

ON PREHISTORIC FORMS AND VISUAL IDENTITY.

PROJECT 101 is a creative vision shaped by street culture, experimentation, and the freedom to express individuality.

What Defines Us

THE PROJECT 101 CODE.

Lima prinsip. Satu identitas yang terus berkembang.

Mysterious

Not everything needs to be revealed. We believe in the power of curiosity, unexpected details, and stories waiting to be discovered.

Experimental

We explore unconventional silhouettes, graphics, materials, and styling to challenge familiar ideas of streetwear.

Rebellious

We question conventions, reject creative limitations, and embrace the freedom to express ourselves without seeking approval.

Beyond the Label

THE STORY CONTINUES THROUGH WHAT WE CREATE.

You've seen the ideas behind PROJECT 101. Now explore how they take shape through our collections, creative direction, and visual expression.

Explore the CollectionOr Explore the Visual Archive