REPUBLIKA.CO.ID, JAKARTA -- Indonesia is targeting the American market as the main destination for local streetwear brands to expand their business. Streetwear fashion was born from skate and surf cultures in the US, Creative Economy Agency (Bekraf) deputy head Ricky Pesik stated here on Friday.

The US is also Indonesia's largest export market for Indonesian fashion products, with an export value of US$4.72 billion.

"The biggest commodity for fashion products to the United States comes from the apparel industry," he said, especially since the young generation prefers to buy independent products made by artisans that have certain characteristics, he added.

Streetwear fashion, he added, will provide the opening for Indonesian artisans to introduce their local products.

Fashion observer Khairiyyah Sari said that although streetwear clothing originally came from America, local Indonesian brands have successfully developed their products with unique characteristics.

It also became the artisan's main source of capital for its products to be marketed globally. "In America, these brands have stories behind them. Therefore, Indonesian products also need a good story as their selling points," she said.

Indonesia's competitors in the streetwear industry, according to her, are Japan and South Korea, as these two countries' products have unique and detailed designs. "Their enthusiasm to make good clothing is their strategy to profit in the global market," she said.

For the first time, Bekraf supports five local brands to showcase its products at the largest streetware exhibition, "Agenda Show", in California, USA, from 28-30 June 2018.

One of the participating brands is the "Paradise Youth Club". The brand owner, whose products are inspired by the style of the 90s, Hendrick Setio, said his participation in the exhibition, which will be represented by 50 countries, can become their opportunity to penetrate the American market.

"We already have distribution channels in some countries, such as in the UK and South Korea, but until now we have not found the right distributors in the US. Hopefully, by participating in this event, we can find the right one," he said.

The other four brands that will showcase their products in the US are "Elhaus", which focuses on men's and denim outfits, "OldBlueCo", the classic denim focus born from American miners, "Monstore", which creates clothing oriented to history and then combines it with pop art, as well as "Popmeetpop" which is very creative with modern denim designs.

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