University merchandise is often associated with formal designs and limited use during specific events. Driven by this concern, TUKU TUKU was established as a creative brand under the Creative Economy Department of the FEB UGM Student Executive Board (BEM FEB UGM). More than just a university merchandise line, TUKU TUKU has evolved into a clothing brand that combines FEB UGM’s identity with modern, aesthetic designs that align with students’ lifestyles.
M. Dhafa Zhivandra, Vice Head of the Creative Economy Department of BEM FEB UGM, explained that the idea behind TUKU TUKU emerged from students’ need for more functional products. Recognizing this demand, TUKU TUKU was created to offer added value through the concepts and stories behind each of its products.
“Students actually need clothing that is functional and suitable for everyday use,” he shared during the FEB Berkarya: From Student Program to Creative Brand talk show.
In developing its products, TUKU TUKU adopts a professional business approach. Before launching a new collection, the team conducts market research among FEB UGM students through surveys to identify current trends, preferred colors, and the types of products students are interested in.
For marketing, TUKU TUKU relies on a combination of online and offline promotional strategies. Instagram serves as a catalog showcasing the visual concepts behind each collection, while TikTok promotes products through content that resonates with students’ daily lives. Offline, TUKU TUKU regularly organizes product showcases on campus, allowing students to see and experience the products’ quality firsthand.
However, Dhafa acknowledged that running a brand within a student organization comes with its own challenges. Internally, team members must balance their responsibilities with academic commitments. Externally, maintaining product quality and coordinating with vendors are crucial to ensuring that the final products remain consistent with the intended concepts and designs.
“All products created by TUKU TUKU must go through a quality control process to ensure their quality for students,” he explained.
Beyond selling university merchandise, TUKU TUKU aims to build FEB UGM’s identity while serving as a learning platform for students interested in the creative business sector. Through direct involvement in design, marketing, production, and financial management, students gain practical experience that complements their classroom learning.
“We provide opportunities for students to manage and build their own brand through TUKU TUKU,” he added.
For Dhafa, TUKU TUKU’s journey as a well-recognized brand among FEB UGM students has taught valuable lessons about having the courage to start and try new things. TUKU TUKU demonstrates that student-created initiatives can grow into brands that are not only relevant to market needs but also capable of representing their own community’s identity.
The full episode of FEB Berkarya: From Student Program to Creative Brand can be accessed at: http://ugm.id/TukuTuku.
Reporter: Najwa Anggi Namira
Editor: Kurnia Ekaptiningrum
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