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Meet Myra Djauhari of como chingas

Today we’d like to introduce you to Myra Djauhari.

Thanks for sharing your story with us Myra. So, let’s start at the beginning and we can move on from there.
It was pretty much an accident. Early February, I had moved into a new place and had a lot of vintage and name brand clothes to sell. I didn’t want to sell through eBay with listing fees, so I started my own online store. I texted my friend Justine how I named the store and domain como chingas as a joke. For months, the online store sat there empty with only one item, a pair of Jeffrey Campbell platform shoes. I never got around to put anything up.

I started helping my best friend set up events for her art space, STU/FF, and we decided for our first official event was a pop-up shop for local, up-and-coming businesses for goods like clothing, candles, jewelry, pins, etc. We wanted to curate a line-up of brands that was balanced, a little bit of this and that. We had an amazing unisex clothing brand on the line-up, Lavender, ran by two talented men.

To balance that, we really wanted a clothing brand that was female fronted. For weeks we scouted, and couldn’t find the right clothing brand. Cutting close to releasing the flyer for the event with no hope in sight, it dawned on me. I needed to be the female owner of a clothing brand we were looking for. That pop-up was the como chingas debut!

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I hit many obstacles. Flakey embroiderers, wholesalers that left me high and dry. But that’s something you can always fix. The real obstacle was internal. Self-doubt is a whole different battle I’ve never dealt with. Wanting to do something is very different from having enough courage to actually do it.

como chingas – what should we know? What do you guys do best? What sets you apart from the competition?
como chingas is a Los Angeles based unisex clothing company. We specialize in quality, embroidered goods. It’s what sets us apart from other streetwear brands. Everything nowadays is silk-screened and I wanted to focus on taking it back to an old-school style of quality, embroidery work that stands out and won’t fade.

“Como chingas” in Spanish has a lot of meanings and interpretations to it, but in most common terms, it means when someone/something can be annoying, or a pain-in-the-ass. When my friends and I were younger, we got into a lot of trouble. We were a nuisance running around all corners of LA. Growing into adulthood, some of us are married now, have children, careers, or still trying to figure everything out. But the attitude hasn’t changed. We’re still the same LA kids and always will be.

I’m proud to have a company that is a real representation of what it’s like being from Los Angeles. A lifestyle that isn’t represented almost at all in clothing. My friends, my neighborhood, and all the crazy things we do that make up our lives.

What is “success” or “successful” for you?
I’ve had a lot of hardships over the recent years, with both my parents passing away, back-to-back, and a close friend in between. Finding where I belong was extremely difficult after losing my parents. I lost my entire foundation. I was in a constant haze of stability in a job I worked 5-6 days a week, 12 hours a day, with little to no room for myself and my grief, let alone creating or even dabbling in extracurricular activities. After working through my grief for the last two years, I finally was able to shift my focus back to myself. Never in a million years, did I think I would be in a better place, to branch out of my comfort zone, have an idea, and actually do it!

It takes a lot of courage to come up with ideas/designs, and be vulnerable enough to put them on display. Since the beginning of the como chingas journey, I realized it all comes down to myself. To truly believe in myself, the brand, and the vision. I started off by making one sample and wore it out. The first day, I received so many compliments from complete strangers! That’s when I succeeded. It was never about sales for me. I want the brand to be prosperous, but bringing something to life, enduring all the hardships whatever they may be, is the real accomplishment.

Contact Info:

Image Credit:
Kat Mills, Adam Sauermilch

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