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TAKA: Teenager’s brainchild disrupts athleisure market
Seemingly out of nowhere TAKA Craft has become a force to be reckoned with in the domestic market for athleisure, or clothing suitable for both athletic and leisure activities. The brand is now looking to Singapore and Malaysia.
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Customers browse for clothes at a shop in Jakarta on June 9, 2020.
(AFP/Bay Ismoyo)
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eemingly out of nowhere TAKA Craft has become a force to be reckoned with in the domestic market for athleisure, or clothing suitable for both athletic and leisure activities.
Established by Jakartan Arya Dibi while he was in his senior year at high school back in 2014, the brand is now readily available on e-commerce platforms across Indonesia and also sold at music festivals.
Arya’s idea was to offer alternative leisure wear in a segment he found too focused on jeans at the time.
Much later, the coronavirus pandemic changed people's fashion choices, Arya said, prompting him to shift the focus of TAKA Craft to accommodate individuals moving between casual and streetwear chic.
“People are opting for casual yet stylish outfits even while at home,” he explained, noting that perceptual changes driven by social media were a key factor in growing demand for the label he founded.
A decade ago, TAKA Craft sold only 200-400 pieces a month, or around 10 a day. It now sells more than 3,000 pieces of clothing monthly, not including sales from pop-up stores or music festivals.
Market for local brands
