Chatime Indonesia

3SECOND

3SECOND is an Indonesian fashion and lifestyle brand founded in Bandung in the early 2000s under PT Biensi Fesyenindo. Known for its youthful streetwear identity, it has become one of Indonesia’s most recognized local brands, expanding through hundreds of stores and extensive online platforms nationwide.

Key facts

Founded: Early 2000s, Bandung, Indonesia

Owner: Hirman Rivano

Parent company: PT Biensi Fesyenindo

Number of stores: 150+ across Indonesia (2025)

Tagline: “Local Pride, Global Style”

Origins and brand concept

3SECOND emerged as part of Bandung’s growing creative fashion movement, targeting young consumers with casual, trend-driven apparel. Its focus on accessible streetwear positioned it as a pioneer of Indonesian youth lifestyle fashion, often compared to international urban labels. The brand portfolio under Biensi Fesyenindo also includes Greenlight, Moutley, Famo, FMC Speed Supply, Capital Markkt, and Hanna Beautyfully.

Collaborations and innovation

3SECOND actively collaborates across pop culture and design communities to stay relevant. It has launched exclusive collections with the Indonesian fashion duo Danjyo Hiyoji, esports team Rex Regum Qeon (RRQ), artist Muklay, and creative partners like Tahilalats × One Piece. These collaborations blend fashion, gaming, and art, appealing to Indonesia’s youth and pop-culture communities.

Retail and product range

3SECOND operates flagship and family stores across major Indonesian cities such as Bandung, Jakarta, Surabaya, and Semarang. Its product lines cover men’s, women’s, and kids’ wear—T-shirts, jackets, jeans, footwear, and accessories—highlighting comfort and tropical-ready materials. Prices typically range from IDR 130,000 to 520,000 in online stores like Blibli and the brand’s official site.

Market position and influence

As one of Indonesia’s strongest local apparel labels, 3SECOND symbolizes “local pride” in a market dominated by global brands. Through social media influence (over 1 million Instagram followers) and continuous design evolution, it maintains a modern, community-centered image that resonates with both domestic and regional consumers.