This time, we have invited Adit, the director of Paradise Youth Club, a popular street brand from Jakarta that is sold in over 10 countries around the world. More than 80% of the brand’s customers are outside of Indonesia, and we take a closer look at the brand power of this international street brand. Asian Voice Project is hosted by Nana, the brand director of SIXTYPERCENT, will be interviewing fashion directors from around Asia to find out more about popular local spots, street fashion and hip hop in their countries. Let’s take a look at the up-and-coming icons from the local culture where highly sensitive designers gather.
Nana : Hello! Thank you for taking time out of your Chinese New Year vacation to talk to us!
Adit : No worries!
Nana : Could you tell us a little bit about Paradise Youth Club?
Adit : This brand was established in 2015, before that we had an in-house brand for the mass market. Before that, we had an in-house brand for the mass market, and we did research on how we could develop the brand for the mass market.
Nana : Is there any reason why you chose this brand name?
Adit : It’s not about the market, it’s more about doing what I like and what I want to do, so I gave the name Paradise to symbolize that. So, I also wanted people to feel Paradise.
Nana : I see! Are you in charge of all the design and creative aspects of Paradise Youth Club?
Adit : Yes, I do! We just formed a team a few years ago and we have 3 designers. We have three designers, a marketing team and a sales team, and the company is growing every year.
Nana : I looked at the brand’s store information, and it looks like you distribute all over the world. Japan, America, Europe.
Adit : Actually, 80% of this brand is purchased from overseas, and 20% from Indonesia.
Nana : Really? I’ve personally met about 40 to 50 Asian designers, but I’ve never met a brand with that ratio.
Adit : That’s right! We set up a subsidiary a few years ago, and we’ve attracted Public Culture and others to handle our brand, but the majority of that company is approaching Indonesia.
Nana : With 3 brands and an original brand, you must be very busy! What is your background like, Adit?
Adit : I started working for a retail company in Jakarta in 2010, which has been attracting famous brands like Canhartt and Y-3.
Nana : Were you in charge of buyers and merchandising at that time?
Adit : Actually, I still work at this company and go there 2-3 times a week. I still work for the company and go there 2-3 times a week. I support them as a creative manager.
Nana : You’re a creative for 3 brands and a retail company!
Adit : That’s a juggling act!
Nana : I also would like to ask you about the street market in Indonesia.
Adit : You are right about the value of the Indonesian market growing rapidly, but none of the local brands are only targeting the Indonesian market, and I hope that in the future, more brands will become internationally known.
Nana : That’s because Indonesia has one of the largest populations in Asia, right?
Adit : That’s right, because the population is so large that Indonesia alone can be a commercial powerhouse.
Nana : In which countries do you distribute Paradise Youth Club the most?
Adit : It varies from year to year, but before COVID, Japan was our biggest distributor. Adit : It varies from year to year, but before COVID, Japan was our biggest distributor.
Nana : I think it’s because Japanese streetwear brands are said to be less knowledgeable about e-commerce. That’s my personal opinion.
Adit : That may be true.
Nana : Paradise Youth Club has been featured quite a bit in the Japanese fashion media, but how do you control your social network and how do you set up your concept?
Adit : 2015 was a year of opportunity for me. I didn’t really have a brand concept in mind, I just started this brand as a “hobby” (laughs), my friends bought the products, other friends introduced them to other friends, and so on. My friends buy my products, other friends introduce them to other friends, and so on… I’m hoping that it will spread naturally, and I’m happy that people are connecting through Paradise Youth Club.
In terms of business, we have talked about doing Paradise Youth Club in a “bonsai” style. It’s quiet, small and majestic.
Nana : you think more like a Japanese person than any other Japanese person (laughs).
Adit : I guess so (laughs)
Nana : While you are developing your business in a bonsai-like way, you have distributed your products to so many stores and have many fans on social networking sites.
Adit : It’s been a long step. We connected with the people around us, communicated our brand to the world, and then did collaborations with sneaker brands. Then I did collaborations with sneaker brands, and through that, I was approached by the media. However, I learned that I need to be aware of and scrutinize the media’s coverage and features from markets that I am not targeting.
Nana : Did you get approached by Japanese media through social networking sites?
Adit : Basically, yes! Some of the media actually came to Indonesia.
In terms of business, we have talked about doing Paradise Youth Club in a “bonsai” style. It’s quiet, small and majestic.
ADIT FROM PRIDISE YOUTH CLUB
Nana : I’d also like to ask you about your design inspiration, Adit. When do you come up with design ideas?
Adit : Basically, I get inspiration from everyday life. Movies, books, music, and so on. I think life is directly connected to design. In terms of music, I listen to a wide range of music, from hip hop to techno, disco to soul.
Nana : I heard that Indonesia has a strong band culture these days!
Adit : The punk rock and hardcore scene is also very active!
Nana : I didn’t expect punk to be so popular in Indonesia! Lastly, I’d like to know about your plans to expand your brand overseas.
Adit : We don’t have an idea of which countries we will expand to, but we are planning to open our doors! I’m looking forward to expanding the brand’s recognition in the future.
