Local labels like Neonate are showing that streetwear is a big deal in Malaysia. Photo: Neonate
Streetwear is not going anywhere. Having conquered the runways of luxury fashion houses, this style has proven to be a mainstay and more than just a passing fad.
In Malaysia, the streetwear scene is booming; both local and international brands are thriving here.
Malaysian labels Pestle & Mortar Clothing, Neonate and Stoned & Co have all grown from strength to strength over the past decade. The country is also garnering global attention from foreign streetwear labels.
New Era, considered one of the OGs among streetwear labels, opened a flagship store in Kuala Lumpur last October.
Its managing director for Asia Pacific, Daniel Broderick, acknowledges Malaysia’s growing influence in street fashion and its potential as a lucrative market.
“New Era’s decision to open its first flagship store here is a testament to the thriving streetwear scene in the country,” Broderick comments.
Read more: Streetwear is now fashion's new luxury, and Malaysia isn't left out of the scene
“It highlights the country’s ability to foster a vibrant fashion culture and signals a promising future for streetwear in Malaysia.”
New Era first started with producing caps, and eventually moved into the apparel business. This evolution paints a picture of how streetwear is very much a lifestyle and a head-to-toe style solution.
“It showcases our adaptability and willingness to evolve with changing consumer preferences, solidifying our presence in the fashion industry and opening up new avenues for growth,” Broderick says.
Malaysia has attracted streetwear brands from all over the world. New Era opened its first flagship store here last October. Photo: New Era
A global phenomenon
Streetwear took the fashion world by storm when luxury brands infused the style into their collections.
Back in 2017, Louis Vuitton worked with Supreme to come up with a menswear range.
Unveiled at Paris Fashion Week, it probably gave credence to how this unique way of dressing – encompassing caps, T-shirts, sneakers and baggy jeans – is a force to be reckoned with.
The years that followed saw fashion houses appointing designers with a background in streetwear as creative heads.
Nigo, creator of streetwear brand A Bathing Ape, is now artistic director of Kenzo. Kim Jones, Dior’s menswear creative director and Fendi’s womenswear artistic director, has long had an affinity with streetwear.
Nigo, who started out with streetwear, has become a prominent name in fashion. Photo: AFP
The late Virgil Abloh is another fine example. He founded his own label Off-White, which blurred the lines between luxury fashion and streetwear, then went on to become Louis Vuitton’s menswear artistic director.
Upon Abloh’s passing, he was replaced by musician Pharrell Williams.
Williams has a background in streetwear too. Prior to his current stint, the singer-songwriter partnered with Nigo to create streetwear brands Billionaire Boys Club and Ice Cream.
Read more: What exactly is luxury streetwear and how did it become so popular?
Local love for street style
Streetwear is a big fashion force in Malaysia. Shows by local brands have drawn huge crowd made of fashion lovers.
In August last year, Neonate held a runway extravaganza at Sepang International CIrcuit. It was organised as a satellite event in conjunction with Kuala Lumpur Fashion Week.
Pestle & Mortar Clothing organised a two-day festival in September, where it collaborated with three other Malaysian brands. The aim was to highlight the diversity of the country as it celebrated Malaysia Day.
Local labels like Neonate are showing that streetwear is a big deal in Malaysia. Photo: Neonate
“As Malaysia’s fashion landscape expands, the demand for streetwear and urban fashion is on the rise. It presents an opportunity to capture a loyal customer base,” Broderick points out.
According to him, the country has an increasingly diverse fashion market. He says that the streetwear scene in Malaysia possesses unique aspects that distinguish it from other countries.
“Malaysia’s streetwear scene often draws inspiration from a blend of local culture, international trends and individual creativity. This fusion results in a distinct aesthetic that reflects Malaysia’s diverse heritage and contemporary influences,” Broderick notes.
“Additionally, Malaysian streetwear enthusiasts embrace a sense of individuality and self-expression, often incorporating traditional motifs, bold colours, and innovative styling. The inclusive and vibrant streetwear community in Malaysia further contributes to this uniqueness, fostering a supportive environment for emerging designers and brands to flourish,” Broderick concludes.
