Erigo Brand Guidelines: A Depok Studio Label, New York Fashion Week and the Erspo Kit

An apartment studio in 2011, a brand name in 2013.

Erigo is an Indonesian casual-wear brand founded by Muhammad Sadad. Its story, as he told it to CNBC Indonesia in September 2022, begins in 2011 in a studio room of an apartment in Depok, south of Jakarta, with no staff or team. In 2013 he gave the business the name Erigo as its brand identity. English Wikipedia places the brand’s founding in Tangerang, in Banten province, and gives its headquarters and warehouse as Legok, in Tangerang; detikFinance photographed the company’s production warehouse at Legok in August 2022, describing Erigo as a textile business that had been operating since 2011, the year of the Depok studio.

The brand began with a different look. Sadad told CNBC Indonesia that the first Erigo products carried batik and ikat themes, and that after about a year he reworked the brand identity around casual fashion, the direction it has kept since. He said the change followed fast-moving trends and growing competition, and that it gave the brand a clearer character as a local casual label.

From the start the label sold online. Sadad told CNBC Indonesia that Erigo launched its own online webstore with the brand in 2013 and took part in offline events, among them the JakCloth fair in the middle of that year, keeping costs down while he handled sales himself. In 2017 Erigo joined the marketplace Shopee, a step he singled out in that interview.

Casual clothes, an online shopfront and a New York show.

Erigo’s product is everyday casual clothing. The company’s own store website describes Erigo as an Indonesian brand of modern, trend-led casual wear aimed at young people with an urban lifestyle, and lists pieces such as a contrast-stitch T-shirt, relaxed chino trousers and rayon shirts for formal and informal wear. It also lists its own physical Erigo Stores in cities including Bekasi, Pamulang in South Tangerang, and Banjarbaru in South Kalimantan. English Wikipedia describes the company more broadly as one that designs, manufactures, distributes and retails ready-to-wear clothing, leather goods, shoes and accessories, with the warehouse at Legok serving as its base.

Marketplaces carried the brand abroad. Sadad told CNBC Indonesia in September 2022 that Erigo had joined Shopee’s export programme in 2020 and that its products could be bought in Malaysia, Singapore, the Philippines and Thailand, with seven Erigo shops, including its authorised store, taking part in that programme at the time.

The most visible step was a runway show in the United States. Erigo took part in New York Fashion Week in Manhattan in 2021, Katadata reported in March 2024, presenting a collection called Erigo X with 60 looks of shirts, T-shirts, trousers and outerwear under the theme “Fashion Meets Function.” CNBC Indonesia also referred to that New York appearance in its 2022 profile of the brand.

The brand name is set in capitals as ERIGO, English Wikipedia notes, and the company presents it that way across its store website. The palette in this guide is our own reading of a casual-wear brand: a worn denim blue, a washed cotton white and a brick red.

Indonesian beauty and modest fashion.

Indonesian beauty and modest-fashion brands tend to present themselves through people, packaging and the places they sell, and only occasionally through a published identity manual. Logos and colour codes are rarely documented in the press, so a design reading has to rest on what companies show in public: the pack, the campaign, the ambassador and the corporate page that names founders and owners.

Halal statements are part of that picture, but companies publish them in different ways. Liputan6 reported in 2022 that Wardah received a halal certificate from the Majelis Ulama Indonesia in 1999, while Wardah’s founder told The Jakarta Post in 2019 that the brand did not put its certificates at the centre of its advertising. A marketing analyst quoted by the same paper linked the growth of halal cosmetics to the spread of the hijab as everyday fashion from around 2009, saying that fashion and cosmetics moved together.

Campaigns lean on familiar faces. Singers, racing drivers and other public figures appear as named ambassadors in dated launches, from a 2014 Wardah event in Jakarta reported by Fimela to a 2026 lip campaign shot in Dubai and Abu Dhabi, covered by Marketing-Interactive. Marketplace launches matter as much as shops: Monocle reported in 2025 that Paragon Corp sells through livestreams on TikTok, Shopee, Lazada and Tokopedia, and Sinar Harian reported that Emina’s 2022 Malaysian launch named Shopee, TikTok Shop and Watsons as its outlets.

Group ownership shapes the field. Paragon Corp, founded in 1985 and renamed in 2011, runs a family of brands for different ages and budgets, and older houses with roots in the jamu tradition sit alongside it with their own founders and corporate histories. Each guide in this series describes those owners plainly, dates every ambassador and launch, and treats colour and type as our own unofficial interpretation.

A sportswear sub-brand for the national team.

In January 2024 Sadad launched a sportswear label, Erspo, short for Ergonomic Sporty Outfit, as the official apparel partner of the Indonesian football association, PSSI, supplying jerseys and apparel for the national team for two years, Fortune Indonesia reported on 24 January 2024. At the launch Sadad also urged supporters to buy original merchandise rather than pirated copies, the same report said. Sadad described Erspo as a separate entity from Erigo; Katadata described it in March 2024 as a sub-brand of Erigo, also called Erigo Sport, and noted that Erigo had not made sportswear before. Both brands were founded by Sadad, who is Erigo’s owner and chief executive, Katadata wrote.

The kit was a design project as much as a supply contract. Fortune Indonesia reported that the association’s chair said nearly 20 brands had taken part in the tender, and that Erspo had appointed the agency Makna Creative to create the Erspo logo and the creative release for the national-team jerseys. Katadata noted that Erspo followed Nike and Mills as the team’s apparel suppliers.

That arrangement has ended. From 1 March 2026 the national team replaced Erspo with the Spanish sportswear brand Kelme, on a contract running to 2030, after a tender held by PT Garuda Sepak Bola Indonesia in which Erspo also took part, Popmama reported in June 2026. Erigo itself continues as a casual-wear brand with its own stores and online shop.

Erigo’s own path, as its founder has described it, runs through a one-person studio, a brand name, a change of style after a year, a marketplace shopfront and export through that marketplace, then a runway abroad and a sportswear offshoot. Its documented milestones come from the business press interviews its founder has given, from the football coverage of 2024 to 2026, and from its own store website.

For a design guide, Erigo shows how a casual label can stretch from everyday basics to a national football kit through a separate sub-brand with its own logo. Compare Buttonscarves, another Indonesian fashion label that built stores at home and abroad, and Shopee, the marketplace where Erigo has sold since 2017. For this guide we use a denim blue, a washed cotton white and a brick red with a sans, an unofficial interpretation; no product or logo is reproduced.

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