Co.Fit, Local MSMEs From Surabaya Who Never Give Up Facing The Pandemic

JAKARTA - In the current era of social media, fashion is becoming increasingly important to strengthen identity. One of the self-concepts that arise due to fashion trends on social media is hypebeast.

This concept is generally attached to those who like to use unique and contemporary fashion items in the style of streetwear, ranging from clothes, accessories to sneakers.

Initially, this term only referred to the use of fashion items from well-known brands from abroad, such as Supreme, BAPE, Stussy, Off White, and so on. But getting here, the market dominated by Generation Z is also starting to pay attention to the principles and ideals promoted by a brand.

That's why there are now many hypebeast communities in domestic fashion items with their own uniqueness and emotional closeness to the local market. Even the local hypebeast community is no less militant than imported brands.

Based on this observation, Sigap Group presents Co.Fit Footwear, a local sneaker product from Surabaya, which is ready to compete with various other local brands to enliven the hypebeast sneaker scene in Indonesia.

Hermawan Sulistyo, Owner of Co.Fit saw an interesting trend in the midst of the COVID-19 pandemic that has been going on for more than a year. The pandemic raises public awareness in urban areas, especially on health issues. One of the proofs can be seen from the increasing popularity of several sports activities such as cycling, running, and personal work-out during the pandemic.

Based on research data from the Institute for Transportation and Development Policy (ITDP), the number of cyclists increased by 1000 percent in Jakarta during the pandemic. Even so, there is still a need to look fashionable and support their appearance when exercising for the sake of existence on social media.

The Indonesian Footwear Association (Aprisindo) noted that in 2020 the shoe industry in Indonesia managed to experience growth of up to 8.97 percent for export demand. According to Firman Bakrie, as the Executive Director of Aprisindo, one of the reasons for the increase in shoe exports is the development of sports trends during the worldwide pandemic.

Iwan, as Hermawan Sulistyo is called, saw this as an opportunity that should not be ignored and gave birth to Co.Fit as the answer.

"The COVID-19 pandemic has made the lifestyle of urban people to like to exercise. Therefore, talking about current shoe trends, it is more about lightweight shoe models, easy to mix and match with various outfits without leaving fashion values," he said in a written statement, quoted Wednesday, October 6.

"We want Co.Fit shoes to be targeted and comfortable for those who are energetic but simple. Many activities but without the confusion of changing shoes. In accordance with the tagline of Comfort & Fit, Co.Fit shoes are very comfortable and fit. used in various activities with very affordable prices and models and quality that are not inferior to imported products," continued Iwan.

For the Co.Fit concept itself, his party has done quite a long research so that the quality of local brands is not inferior to foreign products. Local pride, he called it, as well as to increase public awareness that local products are also able to compete with foreign products.

"The birth of the Co.Fit brand cannot be separated from the worrisome situation of the COVID-19 pandemic. We want to invite the public not to give up facing this difficult condition by continuing to think positively and creatively. Therefore, we are holding a #alwaysadaide campaign so that the Indonesian people do not give up, always fight and find a solution in any difficult situation," he said.

At the initial stage, Co.Fit launched 4 shoe articles, namely Racer, Vincenzo, Lunar, and Cassano, as well as 1 slippers article, each of which has 2-3 color choices. All of these types have a unisex concept, meaning they can be used for both men and women. Currently for Racer, Vincenzo and slippers have been released and can be found in various marketplaces in Indonesia.

Co.Fit Footwear targets the market at the age of 15-45 years, with a price range of Rp. 240,000-290.000 for shoes, while Co.Fit's slippers are priced at Rp. 105,000 which is affordable for Indonesians. Not only that, Co.Fit Footwear also continues to hold various promotions in the marketplace as part of its marketing strategy.