Squid Game outfits for cats the latest hit for Indonesian feline fashion designer as he eyes the global pet costume market

A fashion designer in Indonesia has garnered attention for his many outfits – they include manga and anime characters and even samurai and kimono prototypes – and now he’s looking at taking his business to Japan and beyond. His clients are … cats.

Fredi Lugina, a former teacher turned cat tailor, thinks his fashions will be well received in Japan because of the country’s penchant for pampering pets, cat cafes, and a culture that worships all things cute.

Having gained millions of likes on social media for his photos and videos featuring cat models wearing colourful designs, Lugina has longed to see what Japan’s cat lovers think of his “haute couture” because of the country’s image as a global fashion trendsetter.

“I think Japan is a mecca for the world’s pet cat lifestyle with its cat cafes and restaurants,” the 40-year-old says.

He said Japan had been the inspiration for dozens of his outfits, from simple creations to more intricate designs featuring superheroes and popular online game characters. Viewed from the front, cats dressed in the costumes, which also feature arm appendages, look almost human.

“I offer many variations of unique, good quality cat clothing at competitive prices,” he says during an interview at his bungalow studio in Bogor, a city in West Java province, Indonesia. He runs the business with his two younger brothers using nine sewing machines.

Lugina’s designs have attracted a growing international clientele, including customers from Malaysia, the Philippines, Thailand and the United States.

He sells from five to 10 items a day, with prices ranging from 33,000 rupiah (US$2.30) to 220,000 rupiah. He typically earned about 1.2 million rupiah per month before the pandemic, but demand among cat owners staying at home because of Covid-19 has surged, with sales rising by three to five times.

The domestic market still accounts for the bulk of his sales, but recently he has seen more overseas buyers.

Lugina took a sewing course when he was in college. As a child, he had taken an interest in needlework while watching his mother stitch clothing together on her sewing machine.

After making cat outfits as a hobby, he decided to pursue it full time, quitting his job as a junior school teacher in 2017 to open a tailor shop for cat clothing. Convinced by his older brother, Lugina began selling his cat gear online in 2018, and the outfits started gaining popularity on social media.

A recent photo he posted showing a cat outfit inspired by Netflix series Squid Game was one of his most popular posts.

Lugina has faced criticism from pet owners who think cats should not be dressed in such attire. He agrees that cats should never be forced to don the outfits and only wear them for short periods. Only three of his seven cats show no reluctance to wearing the costumes, he says.

This year, to celebrate Eid al-Fitr, a major Muslim holiday, Lugina designed a costume called “Pak Haji,” resembling clothing commonly worn by local Muslim men after completing a haj pilgrimage to Mecca. With nearly 90 per cent of Indonesia’s population comprising believers of Islam, it is no wonder the design is among his bestsellers.

“To celebrate holidays, cat lovers are (now) not only dressing up themselves but also their cats,” he said. Lugina hires more workers during the holiday seasons to respond to increased demand.

Lugina says he considers his samurai outfit, with its intricate attention to detail, complete with miniature sword and helmet, one of his masterpieces. “A cat lover already offered to buy it from me for a handsome price, but I still don’t want to let it go,” he says with a laugh.

Unlike the samurai attire, the ready-to-wear kimono costumes are simpler and come in various bright colours, including pink, the most popular.

Lugina says he dreams of holding a cat clothing exhibition once the pandemic ends.