In this issue of ASIAN VOICE, we feature Screamous, a streetwear brand from Indonesia. Embracing the importance of having and working with a reliable team, Screamous is fully committed to be a brand that the youth can count on. In this issue, we look further into how Screamous makes this brand value possible and put into action.
Nana : Can you give our readers an introduction to the brand, Screamous?
Screamous : Screamous is a clothing brand that was first launched in 2004, and has ever since developed its design DNA inspired from art, music, and movies. These are then elaborated into comfortable yet wearable products in a timeless design. Most of our customers are young men aged 18 to 24, who dominates 75% of our market. As a brand of daily wear, Screamous is committed to be the brand that anyone can always count on; no matter what your hobby, profession or activity is.
Nana : Why did you decide to name it “Screamous”?
Screamous : There’s nothing to do with the name “Screamous” in every way; it just came out of the blue when we’re searching for the name for the brand. But as time goes by, Screamous becomes identical to the brand which understands customers’ needs and is always responsive to the current trend.
Nana : What has influenced the creation of the brand and the pieces designed for your brand?
Screamous : In the past 18 long years of our journey, it is clear that the biggest influence for our products comes from art, music and movies, as we mentioned before. We have also collaborated with so many artists and musicians, both locally and internationally, such as The S.I.G.I.T band from Indonesia, US toy photographer Brian McCarty, Indonesian urban toy designer Arkiv Vilmansa, Japanese world-known illustrator Usugrow and lastly, we pay a tribute collection to the legendary band from the UK, The Sex Pistols.
Nana : What are some of the challenges you have faced during the course of building your brand?
Screamous : We’ll say, when we decided to expand from offline sales only to a bigger scope of market via online in 2019. It was just so fast and very hectic, because there were a lot of things that we needed to learn in very little time. Luckily, we were able to adapt quite well and run it all under control, hence, we had a peak level of sales in the first year of the pandemic. When other businesses were struggling to survive, Screamous was able to pull itself out of the water.
Nana : How do you come up with the themes for each season?
Screamous : We have a creative team that is always reliable, so we only need to have internal discussions whenever we need to decide what to do for our next collection.
Nana : Is it possible to let readers know a little about your next collection?
Screamous : We’re now preparing our next series and capsule collection, which is planned to be launched in October. Our upcoming collection includes 18 products that are completely fresh, more vibrant, more vary with a lot of catchy details that’s too good to be missed. This collection is some kind of special, since it was prepared to celebrate our 18th anniversary.
Nana : Is there a particular artist, movie, place, book that you would recommend our
readers to check for inspiration?
Screamous : Of course! And here’s the list;
Artist : Jamie Hewlett, Usugrow, Retna.
Movies : Almost Famous, I Shot Andy Warhols, The Doors Movie.
Places : a lot of beaches in Bali and Nihi resort in Sumba, such a paradise.
Book : Scar Tissue Anthony Kiedis Biography
Nana : Do you have any advice for our readers who are seeking to find a way to build a brand like “Screamous”?
Screamous : Adapt or die. Sounds serious, right? But what we mean here is that, to survive, you have to keep being adaptive with any changes that happens in the industry. And this starts from adjusting a lot of aspects inside your business, including your marketing and sales strategy, production, and distribution speed, and no less important, start making a varying yet interesting marketing content to increase your brand value and awareness.
Screamous is committed to be the brand that anyone can always count onscreamous