When people hear the name “Joger,” they instantly think of witty, thought-provoking t-shirts filled with clever phrases and humorous life lessons. More than just a souvenir shop, Joger has become a cultural icon representing Bali’s unique creative spirit.
Behind this one-of-a-kind brand is an inspiring figure: Joseph Theodorus Wulianadi, fondly known as Mr. Joger. Born in Denpasar on September 5, 1951, Joseph spent his childhood and teenage years in Bali.
He later pursued a degree in economics at Widya Mandala University in Surabaya, before following a new path that would take him to West Germany in 1973.
There, he enrolled in a hotel management school—Hotelfachschule in Bad Wiessee—where he met a German friend named Gerhard Seeger. This friendship would later play a key role in the birth of “Joger.”
When Joseph married Ery Kusdarijati, Gerhard gifted him a generous sum of USD 20,000—an impressive amount at the time. This gift became the seed capital for a small store Joseph opened on Jalan Sulawesi No. 37, Denpasar, officially launched on January 19, 1981.
The name “Joger” is a blend of JOseph and GERhard, a tribute to their close friendship. Originally named Art & Batik Shop Joger, the store offered handmade crafts and batik.
But what truly set Joger apart was Joseph’s idea of printing bold, humorous, and philosophical messages on T-shirts—turning each piece into both apparel and a form of social commentary.
Though he once operated multiple branches in Denpasar and Kuta, Joseph made a bold move on July 7, 1987, by closing all but one location on Jalan Raya Kuta. Later, a second outlet was opened in Luwus, Tabanan, on the Denpasar-Bedugul road. This strategy was intended to maintain Joger’s product quality and exclusivity.
Today, Joger is known as the “Factory of Words” and remains a must-visit destination for tourists in Bali.
Joseph is well known for his unconventional character, honesty, and passion. His life philosophy, encapsulated in the acronym BAJU2RA6BER (an Indonesian play on words for: Goodness, Honesty, Kindness, Diligence, Responsibility, Courage, Initiative, Gratitude), reflects the core values he instilled in the Joger brand.
Joseph’s journey proves that a business built with sincerity, creativity, and strong values can grow into a beloved legacy. From a small local shop to a cultural landmark, Joger continues to touch hearts across generations. (BT)
