Our History

From our humble beginning   since   1992 being a   distributor   for   kids  apparel,
PT. Joey Sasmita Lencana (JSL) has established it self to become the leading retail for apparels of various targeted markets from baby, children & teen.

By keeping the focus relentlessly on our passion towards fashion industry, ensuring market relevance through trends update and hardwork, we have grown significantly from our first retail store in the year 1993 to currently over 50 stores and 1.000 counters at major department stores, employing more than 1.200 staff. We at JSL will keep maintaining the growth and expand in years to come.

We have established four innovative brands under our portfolio that caters to baby, children, and teens. They are Cool Baby, Cool Kids, Cool Shoes and H&R. In addition JSL brands has also collaborated and partnered up with renown international character license brands, such as Disney, Fox, Warner Brothers, Marvel, Lucas Film, Hasbro, Nickelodeon and many more.

More over, to fulfill the market’s demand for high end kids denim market we have licensed for Lee Cooper Kids.