What is originality? How to stay original
today, in the context of bringing brands to consumers and embrace the culture. As
part of ORIGINAL IS NEVER FINISHED event, Adidas Originals Indonesia held a
panel discussion “How to Stay Original Today” at Atrium Senayan City, Jakarta
(3/3/18).
Remember the Roots
Four speakers from well known founders and representatives gave the knowledge of what it takes to be original and stay true in the game.
Originality
is not about creating something new. Adidas Indonesia Senior Brand Activation
Manager, Ivon Liesmana explained. It is about how to elevate things from the
roots of originality and keep it fresh today.
“We dont
need to create something new. We can relate something from the past. Create and evolve and do it better. Not
everything you see nowdays is something that you have never seen before,” She
added.
Ivon then
mention about Adidas collections that's been improving and inovative from time to time.
“Especially
from our product collections. That’s something already launched years back, but
we’re doing it better. We’re improving
it. We’re adding more inovations. Some of the elements are coming from the historic
and the archives,” she described.
Furthermore, Ivon told the audience. Adidas
Originals was born in 1972. So with forty six years experience, the brand continues to commit in staying authentic by pushing creativity and working together with creators
and partners.
“It’s all
about being authentic. You see a lot of different creators from various industries.
They are good at what they do. They’re doing things based on what they like and
passionate about and keep it real,” She concluded.
Your Brand is Your School
Meanwhile,
for Edson Sabajo from PATTA, originality also comes in the process of learning in developing a brand.
“We develop
and went through like: let’s do some clothing. We know nothing about clothing line but we just
found out. So the whole platform is like an open school to us. I learn and my
team is learning stuff on the way and keep it going. Next year is 15 years that
we’re doing this whole Patta thing. But for me, we’re just started,” said Amsterdam
based-Owner.
Patta
opened for business since 2004. Located right in the heart of Amsterdam, the
store brings new excitement to
the Dutch street wear scene. The brand expands from sneakers, clothing, running team, to radio shows and sound system.
Tamish
from Ageless Galaxy, Indonesia chimed in by suggesting that the best way to stay original is
to just be yourself .
“It’s
always good to just follow your gut feeling, as long as you know what is
right. That your objective is clear and for the better good. Then that’s the
best way to stay original, instead of ripping other brands off. Just be yourself,”
he added.
Being original in term of personal branding is about expressing your mind and how to communicate it.
“You
have a mentality that you try to communicate. Or if you have a struggle that
you want to explain people that you came across. That is the way and how you
should be smart on how you can take that as inspiration itself to move forward,” Tamish said
Adrian Riyadi from Our Daily Dose, Indonesia, remarked a true
story of himself. About how important a community is to support brand existing.
The
panel discussed about streetwear in general, how it has somewhat taken over the
mainstream crowd in connection to the relationship between a brand and
retailers. Along with the future trends in streetwear culture.
