ection featured native batik and ikat designs. [My] vision [is] to create an internationally revered brand that is accessible to global audiences while still focusing on Indonesian heritage. IR: How has the brand evolved since launch?  MS: Established in 2011, we introduced our first collection starting with batik and ikat [designs]. At first, we received sales. Unfortunately, trends shifted, and the batik trend was falling behind in 2013. Our option was to change our product strategy. Thus, we had a new vision to provide people with affordable clothing that kept up to date with the latest trends. One of the biggest turning points was when we decided to embark on selling online with e-commerce platform, Shopee, in 2016. Erigo and Shopee shared a common vision of wanting to inspire MSME [micro, small and medium enterprises] players in Indonesia to enter the global market.  Although we started as a small home-based business in Depok; a small city in West Java, Erigo was able to expand and export our products in 2017 through the Shopee export program, which enables sellers to sell throughout the region [using] Shopee’s integrated logistics and payments ecosystem. [We] started with Singapore, Malaysia, the Philippines, Thailand, and finally we got to the legendary New York Fashion Week. Last month, Erigo was the only Indonesian brand that participated in NYFW 2022, and it was a proud moment for us.  IR: It seems you mainly sell through Shopee. Do you sell through any other channels or stockists? MS: We started our partnership with e-commerce company Shopee in Indonesia [in] 2016 to expand our online reach, grow sales and capture development opportunities to take our business to the next level. Shopee supports us with various programs and campaigns, from Ramadhan campaigns to end-of-year campaigns like 9.9, 10.10, 11.11, 12.12 to boost our online sales, especially their export program.  On the other hand, Shopee gave Erigo the exposure and right tools to step up our business to the next level through their tools, seller centre and logistics. We manage to be ranked as one of the top fashion brands (in terms of sales/GMV) during Shopee’s big campaigns each year. IR: Tell me about the collection you showed at NYFW. MS: Our collection at NYFW Spring/Summer 2022 is named Erigo X. Erigo X launched its first runway collection with the theme of fashion meets function, with elements of a neon color palette such as orange tiger, black beauty, lemon chrome, teal blue, raspberry, and lime green. Erigo’s design team focused on a collection worn by all groups, races, genders, and various body shapes. We aim to be acknowledged by people worldwide as a brand that provides fashionable products with sustainable quality.  IR: What was the inspiration behind the Erigo X collection? MS: Our inspiration is coming from the 10th anniversary of Erigo’s work. Therefore, we raised the fashion theme for all — unisex style, streetwear, and design. X is also a symbol of Erigo’s DNA. The rope accents used in our collection are a symbol that Erigo will always grow. Our colour choices from bright, neutral, and dark symbolise the journey of Erigo, which was not always bright. IR: What are your goals in terms of international expansion? MS: We aspire to be acknowledged as the most famous Indonesian brand that is able to enter and gain a position in the US and global market, bringing pride back to our homeland. We want to be known as a brand that utilises local talents and skills to compete internationally.