Sunday January 4, 2009
One hot lot
By KEE HUA CHEE
Multi-brand boutique Matériel is the spot to check out for non-mainstream fashion with a youthful edge, fronted by an equally youthful, trendy owner.
IN his hip and happening clothes, Justin Tang is the best walking advertisement for his boutique.
Justin Tang On a typical day, the savvy and street-smart 24 year-old owner of Matériel can been seen in a quirky t-shirt and skinny jeans.
“I know my mind and fashion has always been at the top!” says the affable young man with a grin.
Born in Kuala Lumpur, Tang (no relation to the Tang clan who owns the department store by the same name) was sent to Monash University in Melbourne in 2003 to study engineering, which goes to show how little some parents know their kids. “I was bored stiff so I left and went to Singapore to study fashion,” he tells.
His time at the Raffles Institute of Design studying fashion merchandising solidified his lifelong passion for beautiful apparel. Upon graduation in July 2007, he returned to Kuala Lumpur in search of the perfect job.
However, this insatiable style-lover discovered that the distinctive designs that he so admired were sorely lacking in his beloved hometown. And hence, his decision to introduce Matériel to Malaysians.
Tang’s decision to go into fashion initially didn’t sit well with his parents.
His mother, to put it dramatically, “vomited blood’’ as they would say in the more thrilling Cantonese dramas. “When she found out I was giving up engineering for fashion, she was angry and upset. Dad was more understanding and told me this was my last chance to make something out of my life. He said I must be serious and do well in my chosen field.
“Now mum is supportive and even recommends Matériel to her friends and their children!” he says.
The boutique at Pavilion. – Photos courtesy of Matériel As he studied fashion marketing, Tang does not know how to cut, sew or make paper patterns, but he has no intention of launching his own label so he shrugs off this minor handicap.
“I am into sales, marketing and the promotions side of the fashion industry. At Raffles, I was asked to read and analyse fashion magazines, note the differences, know the target readers and see the differences in positioning. I had to examine the various advertisements and campaigns.
“I even had to go window shopping – no complains here! – and take note of window and store displays. Almost all merchandise can be sold if you package it properly. What you think is ugly may still be carried by the stores and sell well whereas what you admire may sit on the shelves!”
On Matériel, Tang says, “It is French for ‘material’ and I had planned to carry a French label but it fell through. I stuck with the name as I have always thought that a French-sounding name is so stylish and sleek.”
Tang was determined that his boutique should sell stuff he would wear himself. “I noticed there was a lack of multi-brand boutiques for both sexes which carry youth-inclined labels. I like brands that are lesser known and on the way up. So I personally contacted all the brands I like and those I have worn over the last few years.”
So far he has done well and is now the exclusive distributor for Dr. Denim Jeans (from Sweden), J. Lindeberg (Sweden), Religion Clothing (the United Kingdom), Federation Clothing (New Zealand), Nicholas (Singapore), 2K by Gingham (the US), 2OR+BYYAT (Finland) and Whatever It Takes (the US).
Tang also has plans to bring in a new brand from Thailand but is keeping his plans hush-hush for now.
Like a proud parent, he does not have a favourite among the many brands his shop carries. “I am a fan of all the labels!” he says with a chuckle. “I found them in my travels and told myself when I have my own store, I would carry them!”
Matériel opened in July and business has been brisk. “I cater to young, rich kids who have studied abroad and are familiar with these names. They would have bought these clothes overseas and are used to the prices. A T-shirt by ZK by Gingham is RM59 up while a Religion Clothing top can go up to RM350. Jeans range from RM359 to RM1,000 for J.Lindeberg. Dr Denim is more affordable and famous for its great cut,” Tang says.
Already he sees an interesting trend emerging: Men make loyal customers, he says.
“I guess women are more spoiled for choice since most boutiques cater to them but there is a lack of upscale labels for young men. My labels are niche and cutting edge.”
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