In this issue, we welcome FAMILIAS from Indonesia, a brand that incorporates a unique message into each of their design and product. From collaborating with the most unexpected to collaborations with local artists, FAMILIAS continues to amuse their customers with constantly vibrant and new ideas.
Nana : Can you gives us an introduction to FAMILIAS?
Deri : Founded in 2013, FAMILIAS® is an Indonesian brand based in the Special Region of Yogyakarta. FAMILIAS was founded by Deri Heksa who studied at the School of Fine Arts, around 2009.
Nana : Why did you initially create the brand and name it “FAMILIAS”?
Deri : The name “FAMILIAS” was chosen because at that time, brawls and fights between students were blooming and often happened in the city I lived in. By that, I aspired to create a brand project with the main theme ‘peace’ and ‘respect among others’. With FAMILIAS as a brand, I hope it can have positive effects on the wider community.
Nana : What are some of the inspirations behind the brand?
Deri : FAMILIAS is inspired by the life that I lived and the environment around me. Besides, music has become such an influence. For example, I once created the theme “So Much Trouble In The World” which I took from Bob Marley’s song because it’s very relatable to the FAMILIAS’ concept. I always want to put a message in every product that I make.
Nana : What is something that your brand value the most?
Deri : FAMILIAS values in terms of qualities and concepts are different and unique. FAMILIAS has many choices of t-shirts and screen printing colors. I also look for materials that are different from the market, and I even make my own patterns and prints if necessary. The reason is because we continuously develop product quality and concept ideas for each release. Not just design wise, but in terms of the presentation of my product lookbook, I always have the ambition to make something different.
Nana : In what way do you use social media as a platform to deliver your products and designs?
Deri : FAMILIAS uses Instagram: @familias.official, @familias.catalog, and @familias.storeroom. We also have a website, www.familiasstore.com.
Nana : Can you tell us about some of the most challenging experiences you have had during the process of building your brand?
Deri : In 2016, FAMILIAS participated in a local brand festival exhibition which was also participated by other brands. With a little experience and a little team, I was confronted with buyers’ enthusiasm. There were a lot of them, which I’m wasn’t expecting and I even got complaints from other brand participants because my queues of buyers covered their booths. From that moment, I thought that I should be more prepared and learn more about how to prepare FAMILIAS for the brand festival exhibition.
Nana : How do you come up and decide on the themes for your collections?
Deri : For now, I already have a creative team and a design team that helps me in the process of creating an idea and the product articles. We usually do briefings, ideas exchange, and discuss many issues that are going on. Until we finally decide on what idea that relates to the current situation.
Nana : Is it possible to let readers know a little about your next drop (collection)? If so, what has
inspired the theme and the pieces in them?
Deri : FAMILIAS will collaborate with one of the PIZZA brands in Yogyakarta. I don’t think the collaboration between clothing brands and f&b has happened much in the city. FAMILIAS also will collaborate with local artists for the third time which we will include in the Artist series category.
Nana : Is there a particular artist, movie, place, book that you would recommend our readers to check for
Deri : I will only recommend the regional specialties which you must eat if you go to Yogyakarta, Indonesia. You can go with Gudeg Rice, Chicken Noodles and Geprek Chicken. Ha ha ha!
Nana : Do you have any advice for our readers who are seeking to find a way to build a brand
Deri : I guess if you are thinking about building a brand, you just need to focus on what you believe in and do it! Because if you have too many references and overthink it, you will only delay your execution and that one will not work. Think and Do!
I always was to put a message into every product that I make.deri from familias