Behind Singapore SBTG and local brand NFP's collaboration

Image: SBTG x NFP x G-SHOCK collaboration

Following the first success of Sabotage (SBTG) and Not for People (NFP) collaboration, both brands are announcing their second collaboration with watch brand G-SHOCK. The collection, comprising a watch, tote bag, t-shirt and vest, will be launched online on Saturday, 20 June.

NFP founder Elden Yoliva first met SBTG founder Mark Ong in Singapore back in 2018. The idea for collaboration came to live when Mark saw his business partner wearing an NFP t-shirt at a pop-up event in Indonesia.

Their first collection launched during Jakarta Sneakers Day was sold out in three days. The sales on first day did exceedingly well that both brands agreed to increase production for their merchandise on the second day of the event.

For a start-up brand like NFP, a cross-collaboration with established brand like SBTG paves the way to global consumer base. Since their first collaboration, NFP’s clients base have expanded to other countries, including Singapore, Japan and US. NFP is also the second Indonesian brand that has ever collaborated with SBTG.

Elden himself is no stranger to the streetwear community. He is an influencer with Urban Sneakers Society and works at atmos Indonesia. Mark, on the other hand, is famous for his customised design on sneakers that successfully attracted international celebrities, including the late Kobe Bryant.

Mark’s international recognition dates back to 2005 when he won the NikeTalk shoe design contest. His design was featured on New York Times. A year later, his collaboration with Nike SB sneakers was released. His signature military aesthetics can be found on NFP and SBTG second collaboration with G-SHOCK.

“I hope this collaboration can put Indonesian brands on the map and inspire other local brands,” said Elden.