On Tuesday, 4 August Michael Kurniawan as the guest speaker, Michael Kurnian is the owner

of a brands Public culture, Paradise Youth Club and Prime Apparel. Michael Kurniawan started
his first brand Elvacka when he was in college in 2010 with his partner and in 2012 he decided
to quit because of their different thoughts, their vision and mission and their goals. In 2013 he
made his second brand Trap and Co he made the brand without a partner and by the time he
undergo there’s some trouble until 2015 because the brand concept was monochrome and he
shut down the brand. In 2015 he made a new brand Public Culture, in 2016 public culture got
featured from abroad media for and in 2018 he made Inc a place for production to support
Public Culture and he took over Paradise Youth Club from the previous founder, in 2019 he
made KMI a company for his brands and he created a basic brand Prime Apparel and launched
it in 2020.

How to build a brand first we need planning / projection to make a brand we have to plan the
financial, the develop collection, launching collection and planning production, after we plan we
executing and controlling the brand work correctly after that we need to reviewing to see all that
we do is the same with our planing, executing and controlling, reviewing become our guides to
improve for the next planning. How to manage a brand first we need team building, team
building needs to have the organisation structure and after that breakdown to job desk & job
task, job desk is the responsibility in their work and job task is the details and the daily work,
and KPI review is the guides to decide the staff work based on the job desk, job task and the
goal achievement, and the last is improvement for the next plan. He built the ecosystem to
integrate the business, reduce the external process and unit business support.

Tips to get into the industry are consistency it’s important to become successful, passion, think
out of the box when we do something people with not expect, be a leader not a boss like when
there’s a problem we have to solve the problem not only want to know it, reward & punishment
is to build the discipline in the office, research & development and creative.

How to know if our partner has the same thought and concept with us? From the vision, mission
and the goals. If the vision, mission and the goals are different with us it will not be longlast.
What things are the inspiration while creating any design? From youth, music, posters and
depending on what the concept will bring up.

What I learn from this is making a brand is not easy and simple like I thought it needed process
and ideas to develop the brand. The conclusion is having a brand not only we think that it’s cool
to have your own brand but because it’s your opportunity and your passion in that industry.