Wan Mohamed Afiq
Seragam
Overview
Seragam is a sustainable and high quality clothing brand, that is universal for anyone to wear. The word Seragam means uniform in Malay, and just like uniforms, our clothes are to be made for everyone of any race, gender or shape with a bit of local flair to our designs.
se-ragam
With Seragam we want to create a collective of like minded people with similar interests and tastes, encapsulated in our name Seragam. (Ragam means attitude, together, with the parable se- Seragam would mean the same attitude.)
The logo is inspired by name tags patched on uniforms.
We have chosen this logo design because there is a lot of room for customisation, with different colours or different designs under collaborations. Furthermore, this logo could be seen on any surface or product, hence there is a universal use for this logo. The more we paste this logo everywhere, the more memorable it could be.
Appreciative of Artistic Value
As a brand, artistic value is the utmost important element for us. Thus, our designs are meticulously designed to ensure that our brand has originality and does not ride the wave of any trends to secure timelessness in the future.
Progressive
Inclusivity
Our brand allows everyone of every race, shape or size to wear our clothes, as we do not believe that certain clothes should only be for certain types of people. Thus, our brand will use models that can represent the everyday person, for our audience to realistically see themselves in our clothes.
Vocal about social issues
Relating back to inclusivity, it is important for us to be vocal about social and systemic issues in the country or in the world to ensure that minorities and the oppressed are given a voice to represent them.
As a brand we will voice out through our social media platforms through tweets or Instagram posts to spread awareness on certain issues. Furthermore, as a brand it is our responsibility to act on any injustices, thus our brand will conduct CSR activities to make a change on any of these causes.
Opening Collection
For the opening collection of Seragam, we have opted for a minimal product line of t-shirts, crewneck sweatshirts, work pants and nylon shorts. As an up and coming brand, we have to find a way to balance the high start up costs of opting cut and sew for our clothing, thus having basics and essentials would reduce costs, and would be more accessible for people to try out as our opening collection is focused on the most basic clothing for a person’s closet.
T-Shirts Design
This t-shirt shall remain a staple of our brand. It is a representation of our brand in its most purest form which is a t-shirt that features our brand’s logo.
Inspired by the very familiar retro signage of local barbers, we have implemented the same design to this t-shirt to evoke a sense of nostalgia and familiarity.
We have made a parody of a recognisable remedy that is in every Malaysian home, Tiger Balm.
As for our first CSR activity, we address an uninformed issue: the illegal trade of otters in Malaysia. A percentage of the profits will go to the Malaysian Nature Society to stop illegal otter trading. The text featured on the T-shirt states “They are hiding underwater, and they don’t want to be domesticated.”
Further exploring local culture, we have included this design which features a chair that could be found in your parents or grandparents’ home depending on when you were born.
Work Pants
The collection will release durable cotton work pants with the Seragam label right under the left waist.
Nylon Shorts
Crewneck Sweatshirts
Look Book
The look book will be an encapsulation of our brand’s audience - which are young creative modern adults - living, enjoying their lives, being creative while being surrounded by their friends, evoking a sense of belonging and love by likeminded people. The look book would also contain photographs of model shots to best represent the clothing that is being sold.
The look book would be comprised of models from Malaysia’s local creative scene and influencers as a way to help them endorse and spread the name of our brand to our targeted consumers, through posting images of them from the look book to their respective instagram accounts. On their Instagram accounts potential customers will discover our brand through their tagged posts of our brand, which will potentially take them to our instagram account.
Seragam Look Book Concept
Seragam Instagram Account
During the launch of Seragam, users will be greeted by images from the look book as a preview of what is coming from our brand. These posts will be done within the span of 1 week.
The week after we will start posting a preview of our full collection; will feature the clothing and all its variety without models on a catalog type poster, with a date of the release.
We are not scared to have fun and add comedic value to our captions and designs to further engage with our audience. As a platform for our audience to spread our name, they can use the hashtag: #pakailahseragam
As a brand, we do not conform to a single concept for a brand, thus we shall explore into other concepts for a new collection, with new clothing lines including jerseys, polos, shirts and etc. Through this we are able to consistently bring a fresh look to our brand. Furthermore, this could also provide versatility for our brand, to attract users of many styles of clothing.
As established in our opening collection, the structure of every release would remain consistent;
Look book - Preview - Release
Every new release would be done on a bi-monthly basis (every 2 months) to allow users time to purchase our products and time for us to prepare for the next release. As for the unsold clothing, they will be put on the off season section of our website to be sold at a cheaper price.
