Projekt Mecha Magazine Featuring Crooz Clothing

1) What's up Crooz Clothing, welcome to Projekt Mecha!Hey guys, all good. This is Max Praditya from Crooz Thanks for having interest in us.

OUTSIDE CROOZ CLOTH SHOPHOUSE

2) Could you give us a rundown of the brand history?

Crooz Apparel & Co. (“Crooz”) was established in 2003. Most of the basic ideas came from me with the help from partner Ariana. Crooz initially started because I wanted to release my own band's merchandises. At that time, I was fronting for Sweet As Revenge, a post-hardcore band from Jakarta, Indonesia. I also designed the very first release t-shirt. The Do It Yourself concept was applied in the early years of Crooz. I went all around Jakarta with my classic scooter Vespa '76 to get the designs printed. At first, so many printing companies turned me down because they can't do small quantity. Until one day he met this old Chinese guy, who had more than 25 years experience in screen printing. Somehow this guy believed that this business will be big someday, and he agreed to work on his designs even in small quantity. So Crooz started productions with only 12 to 24 pieces for each design.

Today, our Headquarter is located in Jakarta, Indonesia. We are running 3 flagship stores and have more than 40 official distributors in Indonesia. We also have our distribution office in Kuala Lumpur, Malaysia. We also have people to take care of Crooz operation in Singapore, Philippines and Japan. We have a very strong connection in music and street communities around South East Asia.

A LOOK INSIDE THE STORE

Currently our Facebook account (facebook.com/croozcloth) has 480k likes and Twitter account @Crooz has 55k followers.

CROOZ CLOTHING APPARELS

CHECK OUT THEIR SNAPBACKS

3) What is the main idea behind your brand? 

Basically Crooz wasn't intended to be just a regular clothing company who only prints and sells t-shirts. The main idea is the MOVEMENT, how to improve & generate local music scene to become a cult and gain more followers, and we strongly believe the selling will come afterwards. To cater with this, we have our own line called CFD merch to release collaborative merch with bands not only from Indonesia, but also from all around the world. We set up branches and work with people who have the willingness and the same spirit & ideas. To date, Crooz has worked on special collaborative projects with bands and street artists from all around Asia such as Indonesia, Malaysia, Singapore, Philippines, China and Japan. Currently we're setting up new projects in the Australia, UK, USA, and some other countries in the world.

CROOZ CLOTH EVEN HAVE THEIR OWN DENIM LINE

4) How did you guys come up with the name Crooz?

The name itself actually is a word play, it's a twist from the word "CRUISE" read /kro͞oz/ then became Crooz - LOL. Because we believe that running a business is like cruising, you may face a calm ocean but anytime it can turn into a terrible storm. Thus we have to adapt and learn how to make a smooth cruise and survive the journey.

5) You guys have been around since 2003 what were the challenges when you first started and how has Crooz clothes evolved over the years in terms of the design or has the theme remained constant?

As mentioned on the previous answer, the challenge is how we can print a small quantity for each design. Now, the challenges are more into how can we sustain and always come up with something fresh. Not only in terms of designs, but also in our movement. As for the designs and themes of course always evolved. For us, it's necessary to cope with the current trend but of course without leaving our idealism behind. So in a way, Crooz will still be easily recognized because it's Crooz

6) Since it's nearing 2013, we would like to ask if you have anything lined up for the next coming year?

We have lots of plans, since 2013 is our 10^th anniversary. But you gotta wait and see it for yourself :)

SKATEBOARD DECKS LINE THE WALLS OF THE STORE

7) You guys seem to have a huge following in Asia but just wondering if Crooz Clothing will be venturing outside of Asia?

Of course. We're still working on projects for Europe and also US. Hopefully they will come to realization in 2013

EVEN THEIR STAIRCASE IS ADORNED WITH SNEAKERS

8) Describe the current streetwear scene in your city. Does it have any impact on your designs? How's the response towards the brand back home?

The streetwear scene here is basically pretty much the same as everywhere around the world. Still going with clean and minimalist designs with some twists here and there. As for us, the impact isn't that big. Yes we need to adapt with the current trend, but we also believe we have our own distinct style. So the key is how to blend all those and do it in Crooz style. So far, the responses are good. Since we have lots of varieties in our release, we can say each design has their own fans.
9) What is your secret to having sustained the brand for so long?

We love what we do, that's the first thing. Then followed with determination; consistency and of course hard work. Those are pretty much the basic and what we hold dear through all these years.

10) Shoutouts before we wrap things up?

First, we would like to thanks Project Mecha for this interview and to all of your readers all around the world. Thanks for giving us the chance to be read.

Interview done by:Pako
Photos are Courtesy of Crooz Clothings