What Is Erigo? Muhammad Sadad’s Indonesian Casual Street Label
What is Erigo Indonesia? Erigo is the Indonesian casual fashion brand Muhammad Sadad began in 2011 as Selected & Co and renamed Erigo in 2013. Mass-reach youth clothing, marketplace scale, and the ErigoX runway line define the public story. This explainer covers Erigo for shoppers mapping Indonesian street and youth fashion.
Erigo sits on the Indonesian youth map next to the broader Asian context in our Asian Streetwear Guide.
Selected & Co, Then Erigo
Erigo’s official About page states that Muhammad Sadad founded the business in 2011 as Selected & Co, then changed the name to Erigo in 2013 because a same-name brand already existed in the UK. About says the rename coincided with a shift toward casual clothing.
CNBC Indonesia recounts Sadad starting from a Depok apartment studio in 2011 with no staff, then establishing the Erigo name in 2013. The same reporting notes an early batik- and ikat-themed phase before a casual-fashion identity the brand kept afterward. Tatler Asia lists Sadad as Founder and CEO and describes Erigo as Indonesian-flavoured streetwear with a more internationally aimed ErigoX line.
Marketplace Scale and Casual Youth Wardrobe
Official About walks through Erigo’s move into Indonesia’s ecommerce ecosystem (its own webstore plus major marketplaces) and highlights high-visibility live commerce moments, esports merchandise partnerships, and a growing offline store list. The tone is mass casual youth fashion rather than tiny limited drops.
That scale is part of why Erigo matters on an Indonesian map: it is one of the clearest public cases of a local label that grew through online retail culture, celebrity livestreams, and accessible casual silhouettes instead of only boutique street doors.
ErigoX and New York Fashion Week
About records Erigo’s September 2021 New York Fashion Week appearance with a first ErigoX collection under the theme “Fashion Meets Function,” described as about sixty looks, alongside a Shopee pop-up. It also notes a second NYFW presentation for ErigoX Spring/Summer 2023 under the campaign #TrueThroughYou, again framed around roughly sixty looks and a metamorphosis concept.
Tatler Asia likewise ties Sadad’s international chapter to ErigoX and a 2021 NYFW debut. For readers, ErigoX is the runway-facing arm that sits above the everyday casual main line without erasing the brand’s ecommerce roots.
Why Erigo Matters for Asian Streetwear Shoppers
If you are mapping Indonesia after Bandung denim specialists or Bangkok retail hubs, Erigo shows how Indonesian youth fashion can scale nationally through casual product and digital retail, then push a higher line onto a New York schedule. It is street-adjacent mass youth fashion with a documented founder timeline, not a mythic underground-only story.
For more reading, see the Asian Streetwear Guide and What Is Streetwear? 15 Streetwear Outfit Ideas.
FAQ
What is Erigo?
Erigo is an Indonesian casual fashion brand founded by Muhammad Sadad. It began as Selected & Co in 2011 and took the Erigo name in 2013, per official About.
Who founded Erigo?
Muhammad Sadad, Founder and CEO, per official About, CNBC Indonesia, and Tatler Asia.
When did Erigo start?
Business start 2011 as Selected & Co; Erigo name from 2013, per official About.
What is ErigoX?
Erigo’s more internationally presented line, including New York Fashion Week collections described on the official About timeline for 2021 and SS2023.
Is Erigo only streetwear?
Press and About emphasise casual youth fashion and marketplace scale, with Tatler using “streetwear” for the Indonesian-flavoured positioning. Read it as mass casual / street-adjacent rather than a tiny hype boutique.