Dagadu
Dagadu is a T-shirt and casualwear brand from Yogyakarta, Indonesia, founded in 1994 by students of Universitas Gadjah Mada. It is known for witty, locally rooted designs that have made it a signature souvenir of the city.
| Founded | 1994, Yogyakarta |
|---|---|
| Company | PT. Aseli Dagadu Djokdja |
| Origin | Universitas Gadjah Mada student project |
| Sub-brand | DGD by Dagadu (2017) |
| Website | dagadu.co.id |
What is Dagadu?
Dagadu, run by PT. Aseli Dagadu Djokdja, is a casualwear brand founded in Yogyakarta in 1994. It began as a class project by 23 students from Universitas Gadjah Mada, with Ahmad Noor Arief named among the founders. The name means "your eyes" in the Javanese script.
Products and positioning
Dagadu is best known for printed T-shirts with clever, locally rooted humour and wordplay about Yogyakarta, sometimes with small inside tags explaining the joke. Its stated values are "smart, smile, djokdja". The range now includes:
- Regular, oversized and custom T-shirts
- Coach jackets, sweaters, bombers and cardigans
- Kids' T-shirts, jackets and caps
- Bags, wallets and collaborations with events and universities
Sub-brands include DGD by Dagadu, launched in 2017 for products made and sold outside Yogyakarta, and DAGADU Bocah for children.
Distribution
The brand sells through its own outlets in Yogyakarta and an official online store.
Why it matters
Dagadu turned city pride into a durable fashion brand and became one of Yogyakarta's signature souvenirs. It is a model for how local identity, humour and graphic design can sustain an independent apparel label for three decades.
Frequently asked questions
Who founded Dagadu?
Dagadu was founded in 1994 by 23 Universitas Gadjah Mada students, including Ahmad Noor Arief, as a class project.
What does Dagadu mean?
In the Javanese script, Dagadu means "your eyes".