Afangaro is more than a fashion brand: “I want to connect Rotterdam based entrepreneurs with each other.”
Rénette Sastrowidjojo, an entrepreneur herself, owns and runs a secondment business in legal services for 13 years. From 2020 on she expanded the business to IT and Marketing & Communication.
She decided to change her course at the end of 2018 as she was missing a certain level of creativity. Or to be more precise, to add an extra new course in her business which is setting up House of Afangaro, a high-end fashion label to cater to women who like to wear whatever they feel like. “(The majority of) Women tend to act and behave too much of what is expected from them.”
To step into the fashion branch from a business service core would seem like a big transition to most people but not for Rénette Sastrowidjojo. “I am an entrepreneur in heart and soul and it's all about entrepreneurship ", she says. “And a good entrepreneur should be able to run any kind of business, right?”.
To think like an entrepreneur
Despite House of Afangaro being a young upcoming brand, it is key for Sastrowidjojo to do it right from the start. “At the moment about 10 people are working for House of Afangaro. They are designers and marketing professionals. We have an office, an atelier, and a showroom which we also use for private fashion shows, sample sales, and viewings. Nothing ready-made is purchased but developed and manufactured in the atelier. Having worked for the municipality of Rotterdam for years to battle unemployment is basically the same starting point with which I want to accomplish with my secondment company. She continues her story to offer and give people chances to find a job ".
To answer the question if she didn’t feel daunted and excited to start the fashion label in a big way, her answer is a firm ‘No’. “Other people might set up their business with great caution but I have a different approach and way of working. I see opportunities for the whole enterprise and I want to catch them all.”
Her companies are connected with each other as they work and proactively make use of each other's mutual activities. Rénette has been working intensively to create a so-called ecosystem with the different divisions of her companies. More than ever it is clear that businesses don’t operate solely in their own vacuum as there lies a surplus value in mutual cooperation and exchange without losing your own identity.
She does this with all of her own companies as well as with others. Her own companies also have in common that it's about being innovative. Innovation is a must for fashion. It is a constant search looking for added value for all three companies she is running. For example, Virtual Reality, a technique of which the added value is obvious to her. The same VR techniques which are being used in her secondment business are also
being applied in her fashion house Afangaro.
House of Afangaro's high-end collections
International dreams and ambitions