Jakarta — Indonesia is targeting the American market as the main destination for local street wear brands to expand their business. Street wear fashion was born from skate board and surf cultures in the United States, Creative Economy Agency (Bekraf) deputy head Ricky Pesik said stated here on Friday (22/06). The United States is also Indonesia’s largest export market for Indonesian fashion products, with an export value of US$4.72 billion. “The biggest commodity for fashion products to the U.S. comes from the apparel industry,” he said, since the young generation prefers to buy independent products made by artisans that have certain characteristics,” he added. Street wear fashion, he added, will provide the opening for Indonesian artisans to introduce their local products. Fashion observer Khairiyyah Sari said that although street wear clothing originally came from America, local Indonesian brands have successfully developed their products with unique characteristics. It also became the artisan’s main source of capital for its products to be marketed globally. “In America, these brands have stories behind them. Therefore, Indonesian products also need a good story as their selling points,” she said. Indonesia’s competitors in the street wear industry, according to her, are Japan and South Korea, as these two countries’ products have unique and detailed designs. “Their enthusiasm to make good clothing is their strategy to profit in the global market,” she added. For the first time, Bekraf supports five local brands to showcase its products at the largest street wear exhibition, “Agenda Show” in California, the U.S. on June 28-30. One of the participating brands is the “Paradise Youth Club.” The brand owner, whose products are inspired by the style of the 90s, Hendro Setio, said his participation in the exhibition, which will be represented by 50 countries, can become their opportunity to penetrate the American market. “We already have distributional channels in some countries, such as in the United Kingdom and South Korea, but until now we have not found the right distributors in the U.S. Hopefully, by participating in this event, we can find the right one,” he said.