Barry Arief Wijaya, Khairiyyah Sari, Joshua Simandjuntak, Raven Navaro, Aryo Wicaksono, Hendrick Setio and Dita Sri Lestari. (JG Photo/Sylviana Hamdani)
Five Indonesian Streetwear Brands Set to Conquer US Market Through Agenda Show
BY :SYLVIANA HAMDANI
JUNE 24, 2018
Jakarta. Agenda Show is one of the biggest and most prominent fashion and lifestyle trade shows in the United States. Held annually in Long Beach and Las Vegas, it features over 750 brands from about 50 countries. Each year, more than 10,000 people — international buyers, media and important stakeholders — attend the show.
This year, Indonesia's Creative Economy Agency (Bekraf) will sponsor five local streetwear labels to showcase their collections at the Long Beach Convention Center on June 28-30.
"It's the first time that Bekraf sponsors the fashion subsector to participate in the Agenda Show," Ricky Pesik, vice chairman of Bekraf, told reporters in Jakarta on Friday (22/06). "It's a significant step and intensification of our support for the fashion subsector."
Fashion is one of the 16 creative economy subsectors taken care of by Bekraf.
"Fashion is a superior subsector, with the largest export contribution," Ricky said.
According to Bekraf data, in 2016, the 16 subsectors amounted to $19.99 billion in exports, more than 50 percent of which came from fashion products alone.
The main export destination for Indonesian fashion is the United States.
"That's why our participation in the Agenda Show will be very important," Ricky said.
Streetwear was chosen for its innovativeness and pop-culture spirit.
"Indonesian streetwear brands are highly innovative and capture the spirit of today's pop culture," said Joshua Simandjuntak, deputy head of Bekraf's marketing division.
To select participants for the Agenda Show, Bekraf had an open call for registration in February. From 121 submissions, a team of curators — senior stylists and fashion editors — chose 15.
"They were selected based on the originality of their products, business plans and vision for the future," said Khairiyyah Sari, one of the curators.
The 15 brands selected were then proposed to the Agenda Show curators, who then shortlisted 10 of them.
"Afterwards, we held in-depth interviews with the brands to determine their seriousness and willingness to penetrate the global market, and then selected five to participate in the Agenda Show," Khairiyyah said.
The chosen brands are Elhaus, Monstore, OldblueCo, Paradise Youth Club and Pot Meets Pop.
"We're very grateful to have been chosen," said Barry Arief Wijaya, marketing director of Pot Meets Pop.
"It's a golden opportunity that we had waited for so long."
Pot Meets Pop is a denim label established in Bandung in 2009.
Today, their products are available at The Goods Dept and several multibrand stores.
For the Agenda Show, they are going to feature their spring/summer 2019 collection titled "Endless Piece of Mind."
"The collection is inspired by the 1960s hippie era of the US," Barry said.
"It consists of Hawaiian shirts, brightly colored T-shirts and jeans embellished with unique patchworks."
Paradise Youth Club is a unisex streetwear brand established in Jakarta in 2014.
It will present its spring/summer 2019 collection titled "Utopian Frequencies."
"The collection is a throwback of our past collaborations with streetwear brands in the US and Australia," said Hendrick Setio, marketing and distribution head of Paradise Youth Club.
"It consists of shirts, T-shirts, jackets, pants and caps adorned with simple yet eye-catching graphics."
Currently, the brand exports its products to 10 countries in Asia, Australia and Europe.
"We're hoping to find a partner through the Agenda Show, so that we can also distribute our products in the US," Hendrick said.
OldblueCo also aims to get a new distribution partner from the show.
"We had a retailer for our products in Oakland and Ohio in 2016-17," said Aryo Wicaksono, representative of Oldblueco.
"The sales were very good back then. And now, we're hoping to meet a new distribution partner through the Agenda Show."
OldblueCo is a men's denim brand established in Jakarta in 2010.
It is going to present its spring/summer 2019 collection inspired by the California Gold Rush period in the 19th century.
"We're going to present classic, old-fashioned jeans," Aryo said.
"Among our items are jackets with rigid boxy cut, checkered flannel shirts and straight-cut denim pants."
Oldblueco has its materials ordered especially for them from producers in Indonesia, Japan and United States.
"We're confident that the quality of our products and our detailed craftsmanship can compete with any other global denim brand," Aryo said.
Unisex streetwear brand Monstore will present its spring/summer 2019 collection titled "Extinction."
"It's a throwback of art in the glorious past," said Dita Sri Lestari, Monstore's designer.
In this collection, the brand will be featuring T-shirts, shirts and jackets adorned with prints that are inspired by Italian painter Caravaggio and Indonesian painter Raden Saleh.
"At Monstore, we always innovate and explore," Dita said.
"And we're hoping to introduce our products to international buyers at the Agenda Show."
Elhaus, a men's streetwear label established in Bandung in 2010, is going to present men's wear with military details and analog prints.
"We're collaborating with young and talented illustrators from Jakarta and Yogyakarta," said Raven Navaro, co-founder of Elhaus.
Raven is also optimistic that their products will be well-received at the American market.
"We've contacted a number of prospective buyers in the US," he said. "They all seem very interested and want to meet us at the show."
On June 28-29, the Agenda Show will be reserved for buyers and retailers only.
On June 30, the event will be open for end-consumers.
"It will be a learning experience for us all," said Joshua
"And if these brands can make it in the US, they will be an inspiration for other Indonesian brands that aim to go global."