“IN KITC WE TRUST”

Founded by Nurrachmat Widyasena, KITC is a brand centered around Ito’s vision of pop culture and internet culture. The name KITC comes from “Kitsch” (pronounced /kiCH/, a loanword from German), a term commonly used in the art world to describe works with an aesthetic that convey exaggerated melodrama through the use of cultural icons. Through this lens, KITC embraces irony, humor, and visual noise as part of its artistic language.

More than just a label, KITC exists as a daily dose of happiness—an honest, sometimes sarcastic reflection of modern life translated into wearable statements. By blending contemporary art sensibilities with internet-born humor, KITC creates pieces that feel personal, relatable, and emotionally loud in a quietly playful way.