In this issue of ASIAN VOICE, we feature Afri from Efg/567, an Indonesian brand that is very aware of it surroundings. getting inspirations from culture and art, the brands designs and philosophy is created around its reaction to current events and thoughts upon these topics. We are able to see how each reaction is then turned into an actual design along with the thought process that goes into it. .
Nana : Can you tell us a little bit about Efg/567?
Afri : Efg/567 started as a local brand in 2013 and focused on producing apparel fit to all genders.
The main concept was to express the independent determination of youth wildly. It comes with a tagline “Freedom of Youth” to represent the dimensions of the brand. Along with our visions, each exclusive line is infused with bold and contemporary elements, combined with distinctive prints and relaxed silhouettes.
Nana : Why did you decide to name it “Efg/567”?
Afri : The original idea of the brand name refers to German word ‘Erfolg haben’ which means to “be successful”. Then, the name was shortened to Efg as simply as alpha-numeric order ‘abcd-efg’ and ‘1234-
567′. Such a simple, yet iconic, name for the industry.
Nana : What did you decide to start the brand?
Afri : The brand was initiated to meet the needs of a passionate and consumptive market in a
nationwide range. As time goes by, Efg intends to deliver an idea in a way to create a fashion
Nana : What does your brand value most as a streetwear brand?
Afri : Running for almost a decade, we stand to keep our idea as a streetwear brand alongside
prioritizing quality and keeping our demand. Various experiments have been tested out in our production line. We managed to sell more than a thousand apparel all over the nation since founded and become the most anticipated brand of the youth.
Efg/567 also collaborates through products or activation programs such as live music, visuals,
or various collaborations with other brands such as Shining Bright.
Nana : How do you use social media to deliver your designs?
Afri : Social media has now become a leading channel in order to grow market awareness of our
value as a brand that delivers a fashion statement to youths. We maintain our social media to interact and reach out to our followers in order to promote and give an update on our latest release.
Nana : Can you tell us about some challenges you faced during the making of the brand?
Afri : Most of the painful and blood-sweating process to build the brand has already passed. But one
still challenging thing for us is how we have to believe that our perception is influencing others. As
we are concerned to develop the quality of the product, we want people to be confident for being on our side every time they put on our product. This is a process we hope can still relate to our value.
Nana : How do you come up with specific themes for your collections?
Afri : Like the answer to prior question, we are heavily impacted by what happens in our circle or
surroundings, socially or politically. This gives us a chance to criticize or respond to the needs
based on trends that we want to create for apparel products.
Nana : Is it possible to know a little about your next collection?
Afri : The next drop will be various color tees based on what sells most in the prior collection. We
also created more apparel from top to bottom for the next collection with a taste of early Efg design
aesthetic that brings forth a contemporary yet wild piece of art. This concept was inspired by one of Dadaism forms, Collage art.
Nana : Is there a particular artist, movie, place, book that you would recommend our readers to check
Afri : For years I have always been a music enthusiast since the day I learned to play it and music
became a great influence for me personally to bring out to the brand attitude and aesthetically. Music has related to my art statements and lifestyle and I learn much from it.
I love to listen to all music genres but my passion is going to hardcore/punk and metal. From the evil metal band like Black Curse, Watain, Venenum, and Exhumation to furious hardcore like Gulch, Murderer, Turnstile, Koyo, etc. , I love to see the album art of each release from various artists over the world.
And here is a list of Indonesian visual artists you have to pay attention to from now on!
Nana : Do you have any advice for our readers who are seeking to find a way to build an innovative
brand like “Efg./567”?
Afri : Do the research, open wide your connections, channel, references, anything to help you to
shape the unique concept of the products. Keep your mind open to receive any changes around, but keep your attitude to stand your ground.
“Keep your mind open to receive any changes around, but keep your attitude to stand your ground.”afri of Efg/567