In 1996, a group of youth in Bandung came together. They shared a love of surfing, skateboarding, and graphic art, which somehow were not so well developed in Indonesia at the time. Their common interests gave rise to a clothing label, 347 boardrider co. After a long exploration in the graphic art and design, the group changed its name to EAT. The group has organized, and took part in, many activities, such as: “GraphicWorks 2004” at Room No. 1, Bandung (2005); “Undiscovered Territory” at the Galeri Oktagon, Jakarta (2004); and “Eltono Street Art Exhibition” with Transeat, at the Eltono Gallery, Poland (2004). The Eatgroup artists participating in CP Biennale 2005 are: Achmad Krisgatha, Ade Muslim, Anli Rizaldi, Arifin Windarman, Bayu Dki, Dendy Darman, Lucky Widiantara, and Mohamad Yuriza Kenobhi.
Since its establishment, 347 has been focusing on board-riding wear and street wear. These products became instant hits, although sales were mainly through words of mouth and simple catalogues. Due to increasing demands, we opened our first store in 1999, and hence became the pioneer of independent clothing labels in Indonesia. The “347 shophouse” located in the center of Bandung has been a city institution ever since.
347 continues to hook up with the modern-day trendsetters of Indonesian youth, from musicians, surfers, skaters, to artists and DJs. Surely, we never forget our roots in the Indonesian underground scene, which has been defining what 347 is and will always be the driving force in designing our products.
If you examine our products, you will also appreciate that functionality, fashion, culture, music trends, innovative graphic design, and global trends are all evident in our clothes. We work hard to keep our fingers on the pulse, every day. We balance all of these influences carefully, from skateboarding to surfing, hardcore to electro, underground to mainstream. We explore boundaries and celebrate diversity and freedom of expression.
The change from 347 to EAT represents one of our important design concepts; that fashion is not simply about putting on clothes; rather, it also represents who you are, what you do, and where you stand. In short, it is the reflection of your soul.
Our background places us amongst the most complex, progressive, and creative people in our artistic community, who definitely endorse our design and fashion concept. We are recognized as an expression of the attitudes of our time, of our new generation. We strive to represent the culture and the lifestyle of today, creating a reflection of the contemporary world of which Indonesia is now a part. We celebrate plurality and enjoy the dynamic effects of the new technological advantages available that give us instant access to the whole world.
Our products are richly varied and diverse. Each piece is a piece of the puzzle, reflecting our total concept, just as Andy Warhol once enthused, “Anything goes with anything.” We never depreciate our concept by trying to adhere to just one product or image to represent our direction. The key to our design direction is that as long as it embraces the values that we stand for, it's EAT.
Just do EAT! (Group’s Statement)