In this issue, we welcome HSCO, an Indonesian streetwear brand. Getting its many inspirations from all sorts of cultures from myths to manga, the brand finds a mixture of trend and originality into its designs. How does HSCO keep on attracting its customers?
Nana : What is the story behind the beginning of HSCO?
HSCO : HSCO Original 13 is a streetwear brand that was founded in 2013. We aim to build a unique and “fresh” clothes. We focus on experiments to develop fashion. Our concept is inspired by myth, manga, music, movie, culture, etc. Besides that we want to make products uniquely without leaving the effort to be accepted universally and give a new experience & new taste in how to dress and make people confident in a unique style of dress.
Nana : Why did you initially create the brand?
HSCO : Initially, HSCO was built in 2013 under the name “Hello Sunday Company”, which focused
on a fun graphic to represent the name “Sunday” itself. But over time, to be exact in 2017, we wanted to change a different concept from before to match the changing trends that occurred. And we decided to rebrand Hello Sunday Company to HSCO Original13 which comes from the acronym Hello Sunday Company and “Original 13” to make it clear that we found in 2013.
Nana : What are some of the inspirations behind the brand?
HSCO : We love music, manga, myths, movies and various cultures in the world. and then we
make one of them as the base of product concepts. Then we develop it according to our taste and current market interest.
Nana : In what way do you use social media as a platform to deliver your products and designs?
HSCO : Usually we look for ideas and references by watching movies, listening to music and seeing trends on social media, then we decide what product to make.
Nana : Can you tell us about some of the most challenging experiences you have had during
the process of building your brand?
HSCO: The challenge we have been faced until now is to keep making products that look different from the others. We recognize that we are a brand that is trying to adapt to changes that are constantly happening. And we often see a lot of similar product designs in the local market, but we try to be different from the others by making it more “fresh”, unique, and eye-catching.
Nana : Can we know a little about your next collection?
HSCO : The next collection will present several collaboration products, one of which is collaboration with local artist Sara Fajira with the themes of combining cultures that exist in the world, such as Japanese, Indonesian and American cultures.
Nana : Is there a particular artist, movie, place, book that you would recommend our readers to
check for inspiration?
HSCO : There are some movies that impressed me, such as Interstellar and Shutter Island. These movies are very mind-blowing and made me have to watch it many times to understand (lol) but these give me a different point of view to make works.
Nana : Do you have any advice for our readers who are seeking to find a way to build a
distinct and clear brand like “IFIK”?
HSCO: Never be afraid of change, because behind it all, there must always be an opportunity to think and try hard.
“There must always be an opportunity to try and think hard”hsco