Founded back in 2015, Paradise Youth Club is an Indonesian streetwear brand that should be on your radar. From collaborations with Alpha Industries to launching into European streetwear stores like size? and more recently Dover Street Market and Urban Outtfitters, PYC offer their own unique Indonesian take on the streetwear scene. We caught up with the brand’s creative director and founder,Vincentius Aditya, for our latest ‘How I Got Here’ feature.
Tell us more about Paradise Youth Club and how you got involved with the brand?
Paradise Youth Club started 4 years ago back in 2015 on the back of my boredom working for one of the major retail companies in Jakarta. Jakarta is the capital city of Indonesia where all the industry and trends of Indonesia start from. I was required to create a brand that was relevant to the broader market, even though many people in Indonesia like and use these products, I am not so keen on them.
From there I tried to explore an idea to make “Paradise” in my version. I think as a person in this creative industry I should be able to make whatever I want, without the need to further examine whether the broad market will accept it or not. On the other hand, the culture of young people in Indonesia is rapidly changing, and one way for a brand to remain a survivor is to combine cultural narratives to be conveyed but try to remain relevant to the current trend. This is how Paradise Youth Club started.
What can we expect from Paradise Youth Club for 2020?
We have prepared a new collection for Spring Summer 2020 titled “Better Days” which has recently just featured in Highsnobiety. The collection is all about the culture of young people before the digital era, which I feel is the best era in young people’s culture from rave culture to skateboarding. There was no internet at that time, we could only see through imported magazines that we often even bought outside of the publication period, because we got them at used magazine stores. The music and skateboard videos were then obtained in pirated VCD format.
When we think of streetwear we usually think of New York, London, Berlin, Tokyo etc what’s the streetwear scene like in Indonesia?
If we compared to them cities I would say the streetwear culture in Indonesia is very much different. Streetwear in them cities in the early 2000s, had become part of the culture of young people at that time, and the price was affordable. But at the same time in Indonesia, only a handful of people were able to buy and obtain goods such as Supreme, Stussy, FUCT, FreshJive etc. Only those who had the opportunity to go abroad could get theses items. Even if there is a shop that sells goods in Indonesia, the price can be 3 to 4 times the original retail price.
So for now the streetwear scene in Indonesia is just developing, many young people are starting to make their own brands and there is a change in mindset that we were once a follower and consumer country, now we are starting to become producers in the streetwear industry.
“Just create what you want to regardless of whether your product will be absorbed by the market or not.”
Vincentius Aditya, Paradise Youth Club
How do you think the streetwear industry in particular has changed since you guys launched PYC?
The streetwear industry has now grown even bigger, in my opinion streetwear has now become one of the genres in the fashion industry. With the development of this industry I feel there are positive and negative sides. Sometimes I feel there is a thin line between the streetwear industry and fast fashion retail, like something is missing. Youth movement and DIY culture which confirms this culture are gradually being lost.
Launching a streetwear brand can be incredibly difficult, what have been your own personal highlights so far?
Indeed, it is very difficult, especially in this digital era, knowing the fact that everyone in the world with internet access could get the same inspiration at the same time. The only effective way is daring to give our own color in the brand narrative that we want to convey to the world.
What advice would you give to designers/creatives etc who are looking to launch their own streetwear brand?
Just create what you want to regardless of whether your product will be absorbed by the market or not.
Your top 5 streetwear brands?
I always love what these brands doing:
What do you do when you are not working on PYC?
I’m a brand consultant for one of the big chain retail companies. I also run a company, Kultur Muda Indonesia, that keeps creating new brands. We also have a brand called Public Culture now which is more focused on the domestic market. I also like collecting records.