Raw denim sebagai Simbol Identitas: Studi Konstruksi Diri pada Anggota Komunitas Rawclub Jakarta

The evolution of fashion trends among young people has transformed clothing into a medium of nonverbal communication for expressing personal identity. Raw denim, characterized by color changes and wear patterns, reflects personal experiences and social connections. However, identity construction through raw denim transformation and community interaction remains under-explored. This study examines raw denim as an identity symbol in the self-construction of Rawclub Jakarta members using Henri Tajfel’s social identity theory. A qualitative case study approach was employed, with data collected through in-depth interviews, observation, and literature review. Data were analyzed through reduction, presentation, and conclusion drawing, while source triangulation ensured validity. The findings reveal that identity construction occurs through social categorization based on shared understandings of raw denim, social identification through internalized values of patience and consistency, and social comparison that reinforces group uniqueness without disparaging others. This study’s novelty lies in conceptualizing raw denim as a dynamic identity symbol that evolves through wear patterns, personal experiences, and social interactions among community members.