TANGAN’s Margaretha Novianty and Zico Halim talk with Riga Ramadhan about the brand’s vision, design aesthetics and latest collection.
Margaretha Novianty and Zico Halim, the founders of TANGAN, have always believed that whatever they present – whether its their designs or announcements – it always has to portray the brand’s goals. In other words, they wanted to create brand that provides remarkable experiences not only through design, but also through every output. And on top of that, they also want to offer their customers entirely new experiences through the diversity of sensation found in TANGAN’s collections.
Founded in early of 2015, TANGAN has consistently released collections that offer fresh ideas on proportion, styling and total looks. Easy and comfortable are the main aspects of the brand’s pieces. Moreover, it is also known to infuse many styles in perfect harmony. Below are highlights of our conversation:
What’s keeping you busy these days?
We are still doing business as per usual; re-planning strategies throughout the year and making some adjustment to the current situation.
Can you tell us a bit how TANGAN began and why it was named as such?
Back in 2015, we want to create a brand that provides quality. And sometimes, among the five human senses, we can sense quality through touch. Hence, TANGAN, which mean hands, was born based on that. On the other hand, our logo itself uses braille, and you only can read that with hands.
How did you initially work on the design signatures of TANGAN?
In short: by being distinct. In the beginning of our discussion, we wanted to create a brand that gives remarkable experience not only through design, but also through every output of the brand. For the design aesthetic, we have always loved the idea of deconstruction, versatility, as well as multi-styling and multi-use.
Have these ideas developed further since the brand was initially launched?
Definitely. As the brand evolved, we discovered more and more about our brand value through our buyers’ and customers’ eyes. Basically, these new insights give us the idea and creativity to re-develop on our brand signature.
How would you describe TANGAN’s aesthetic?
Put simply, TANGAN’s aesthetic is technical, insightful, and conceptual.
Can you elaborate on your brand’s vision?
What we present, both in design and communication, is the portrait of what our goals are. We want to give new information and experiences to our customers.
Moving on to the present, how do you normally start a collection?
Normally, we start a collection three to five months before launch day. We plan, adapt, and adjust strategically on business and creative plans according to current conditions.
Given the many collections you have to create each year, where do you usually draw inspiration from?
Anywhere. We never limit ourselves when it comes to inspiration. There are no boundaries, as it comes from anywhere. It can be anything from a stain on the office table to iconic paintings and architectures. We love to combine everything, with any kind of inspiration.
Are there any significant differences between when designing men’s and women’s collections?
Most of the womenswear pieces are unisex. This is because unisex pieces have both essences: masculine and also feminine. Since we haven’t showcased any full menswear collection, we don’t differentiate between designs for men and women.
Let’s talk about TANGAN’s latest collection, “Adaptasi.” In this collection, you collaborated with YET. How did it start and what story would you like to tell in this collection?
The idea of “Adaptasi” happened in the middle of the PSBB (large-scale social restrictions). Initially, the thought process on this collection was discussed based on the incoming new normal. “Adaptasi” comes with the spirit of moving forward during these uncertain times. And with this collaboration with YET, we created a collection that will support your daily activities.
There is a rather unique part of the “Adaptasi” collection, namely the Craft Set, Essentials, and COVID Cover Kit. What was it that you wanted to express with these one?
In the “Adaptasi” collection, we present three categories: The Craft Set, Essentials, and COVID Cover Kit. The Craft Set was made with the idea of doing a certain activity in your own home. The activity was to decide and perform an action: to cut. This particular set comes with instructions and also a pair of scissors, in order to guide the buyer on how to do it properly. We designed the items – this set was presented on “Piyama” and “Kemeja” – that can be used to create a pocket or to adjust the lengths of the pieces. Every single piece has square-shaped hidden pocket as well as hand-stitching as length markers on the sleeves or pants as a guide.
Meanwhile, for the COVID Cover Kit, this is the tool for us to adapt for outdoor activities. Basically, this is the new cleaning kit for outside the house. Last but not least, Essentials was a series of comfortable and versatile pieces that’s practical for daily activity for both indoor and outdoor. We presented Essentials on our “Outer,” “Blus,” “Celana Pendek,” and “Dress.”
“We wanted to create a brand that gives remarkable experience not only through design, but also through every output of the brand” – TANGAN
What was the most difficult product to create in this particular collection?
The COVID Cover Kit was the most difficult product to create in this particular collection. It was made from PVC plastic and it comes with gloves, a fabric mask, disinfectant, and finger extensions.
Speaking of which, is there any particular model that you consider the highlight of this collection?
The COVID Cover Kit and the Craft Set “Piyama.” They are the essential parts from this collection, which support your daily activity during the new normal period.
What is TANGAN’s primary market at the moment?
TANGAN’s primary market right now are women and men aged 25 or above who have a distinct style and are confident about it.
Furthermore, how do you see TANGAN evolving further in the future?
In the future, we hope that TANGAN will adapt with the new situations and develop as well as create unprecedented concepts. On top of that, we hope to expand the market outside of Indonesia and go international.
Last but not least, what kind of aspects do you still want to develop for the brand? Everything. After almost five years of experiences, TANGAN is still a developing brand. There are a lot of aspects that we need to develop.