In this issue, we welcome Tarra from SHINING BRIGHT. In the changing and uncertain times fe face today, what are some things that a brand must value and always remember? How does a brand adapt to the world and its issues today? Find out by reading on.
Nana : Can you give us an introduction to “SHINING BRIGHT”?
Tarra : Shining Bright’s main concept is to be a local brand with premium quality and also be easily acquired by lower middle class consumers so they can stand out and be stylish, not to mention that our products are comfortable to wear. We also play with many styles of fonts and graphics so that we have more variants for everyone to enjoy. The general message from Shining Bright is that to be positive as in “trust god and
believe in yourself”. We believe that every positive mind can also have a positive energy as the outcome for the person themselves or the ecosystem. We are a type of brand that is always changing our theme overtime. We believe that fashion is evolving and no theme can always be the same.
Nana : Why did you initially create the brand?
Tarra : The story of Shining Bright started with my partner, Arifiyanto, who is also in a band in Indonesia, to create a clothing brand which can represent the youth and be affordable. This concept surely affects the streetwear scene in Indonesia by giving more color and choices.
Nana : What are some of the inspirations behind the brand?
Tarra : Our inspiration to create Shining Bright is mainly from artistic graphic design culture and music. We believed that fashion, art, and music are a singularity which always there to complete each other. That’s why we are playing a lot with fonts on our designs. We also do collaborations with various artists and musicians.
Nana : What is something that your brand value the most?
Tarra : In Shining Bright, we are a brand who always put quality and satisfaction from local brand’s consumers first. We are also making and maintaining Indonesia’s streetwear scene.
Nana : How do use social media for your brand?
Tarra : To promote our products, we always have our own creative ideas on how we spread the words. From telling a background story to making a collaboration through visuals, whether it’s from a video or picture.
Nana : Can you tell us about some of the most challenging experiences you have had during
the process of building your brand?
Tarra : One of the most challenging times was during 2012-2014 era where we lost loads of products, switching from selling in-store to online, and got scammed by our vendor.
And of course, not to mention at the beginning of Covid-19 pandemic where we had to move from offline to online and we also needed to learn the habits on how people shop online.
Nana : How do you decide on themes for your collection?
Tarra : To improve the theme of our products overtime, we always see what’s hype on Indonesian’s fashion market. For collaborations, we always create something influential but new designs also depends on the collaborators.
Nana : Can we know a little about your next collection?
Tarra : Spoilers for our upcoming products! This year will be our first decade anniversary. And
we will feature 10 collaborations- not only from local brands with various accessories and shoes, but also with various artists, musicians, and “massive” products in in Indonesia.
Nana : Is there a particular artist, movie, place, book that you would recommend our readers to
check for inspiration?
Tarra : My only recommendation is simply for you to read This Is Not a T-Shirt by Bobby
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”?
Tarra : Just enjoy and trust the process. If you fail, you have to find the reason why and learn
“Just enjoy and trust the process”tarra of shining bright