Whilst the COVID-19 outbreak disrupts supply chain and production schedule, Kultur Muda Indonesia (KMI), the holding company of Public Culture and Paradise Youth Club, decided to launch basics clothing line Prime Apparel in mid-April.

“We’ve actually planned and prepared everything for the launch before the pandemic, so we’ve got everything ready from both the business and creative sides. It was a matter of picking the right timing to execute,” said KMI Head of Marketing Ramiz Alamsyah.

Considering how practical basics clothing are, launching Prime Apparel when most people are staying home is still relevant to the current situation, according to Ramiz.

Nevertheless, the situation still poses a challenge for the brand. It has to adjust to the new normal and rethink its marketing strategy. “The objective now is to keep a steady cash flow without sacrificing too much of the brand’s perception.”

The first launch consists of cropped and regular t-shirts, sweatshirts, sweatpants and hoodies for men and women in several colours. They are, as Ramiz called them, subtle yet stylish basics.

Apart from selling directly to consumers, the clothing line offers wholesale for businesses as well.

“The B2B [wholesale] service is aimed for other businesses that wish to create a premium quality piece of clothing but doesn’t have the resource or time to start from scratch,” said Ramiz.