From Jalan Pudu to Japan: Malaysian streetwear brands making waves locally and internationally
The local streetwear and lifestyle scene was in the spotlight at LahLahLand 2025, a convention held at The Mines International Exhibition and Convention Center. More than 50 homegrown brands showcased their latest creations, signaling a vibrant trend rising from Malaysia’s streets. —Pictures by Arif Zikri
By Arif Zikri
Sunday, 14 Dec 2025 7:00 AM MYT
KUALA LUMPUR, Dec 14—Streetwear represents a bold, rebellious ethos rooted in street culture. It blends the raw energy of urban scenes—skateboarding, hip-hop, and punk—with the design language and exclusivity usually associated with high fashion.
Over the years, streetwear has carved out a place among luxury labels, a shift that gained momentum between 2015 and 2018 as designers embraced its aesthetics. Iconic moves include the late Virgil Abloh’s influence at Louis Vuitton and Demna Gvasalia’s impact at Balenciaga, renowned for oversized silhouettes, casual vibes, and prominent branding.
In Malaysia, the contemporary streetwear landscape is blooming, with a growing slate of local brands emerging in recent years.
“Young years ago, international brands dominated,” said Shaun Loy, co-founder of the local label HdPc. “But in the last five years, homegrown labels have risen significantly. We’re seeing more local brands in the past three years, some landing international collabs while others make waves locally, and shoppers are increasingly turning to Malaysian labels.”
Shaun Loy, co-founder of HdPc, at LahLahLand 2025.
The Hundred Percenters
HdPc, established in 2022, grows out of Hundred Percent, a multi-label retailer that has operated since 2010 and now runs four stores across Kuala Lumpur and Johor.
Loy notes that the rise of local brands signals a healthy, expanding scene that fuels healthy competition. “We’re excited to see what local labels do next. They won’t overshadow each other, because each brand has its own distinct identity—and that diversity is a strength,” the 30-year-old founder says.
HdPc emphasizes timeless, refined pieces with a focus on quality. Their catalog includes airy shirts, boxy tees, pleated pants, and an assortment of accessories—from caps to socks to multifunctional digital watches.
The brand is known for collaborations, ranging from local Philadelphia-style pizzerias Phil’s Pizza to a Year of the Rabbit zodiac collection, officially licensed Star Wars lines with Lucasfilm, and a collaboration with Against Lab for The Fabricators collection, debuted at LahLahLand 2025.
The collection features dual-tone pants, khaki and denim shirts, waffle-knit tees, and derby shoes. HdPc ships roughly 100–200 orders monthly across Southeast Asia, with some shipments to Singapore, and is looking to expand into Thailand and Indonesia.
Peak.KL’s Buckson presents their latest lineup at LahLahLand 2025.
Striving for peak
Peak.KL has built a solid following, opening its first storefront in SS15, Subang Jaya, and delivering about 1,000 packages each month.
The label leans into sportswear aesthetics with a retro jersey mood and has collaborated with established sportswear brands as well as Kuala Lumpur City Football Club (KLCFC).
Their anniversary kit, released in February in partnership with Hundred Malaysia, included a third jersey, tracksuits, training gear, t-shirts, and a cap. The current collection features collaborations with Grab Malaysia, LahLahLand 2025, and Italian brand Diadora.
Co-founder Buckson, 25, says the brand’s trajectory proves that seemingly impossible goals can become reality. “Things we once thought unreachable—like partnering with Grab—have become real. Since 2017, we’ve dreamed of collaborations with big brands, and now we want to team up with a local giant like Proton to celebrate Malaysian pride,” he explains.
Although Peak.KL maintains followers in Singapore, Brunei, and Thailand, the team remains focused on Malaysia, releasing new items nearly every month while preserving a clear brand identity.
Branding is key, Buckson adds: “You can either create a trend or follow one, but success ultimately hinges on how you craft a recognizable look.”
Against Lab’s Shawn Tan at LahLahLand 2025.
Against all odds
Since 2015, Against Lab has built momentum with an ethos of relentless effort and fearless experimentation, even with limited resources.
The brand has pursued notable collaborations, including Tokyo sneaker boutique Atmos for the Year of the Dragon 2024 line and a retro G-Shock drop with Casio. They also celebrate Malaysian culture, such as the 604 Pearl of the Orient collection with FTMD and the Rakan capsule with 3.In.One, inspired by Malaysian roadside burgers during the Covid-19 period.
Against Lab supports local artists and DJs, hosting live performances from its Jalan Pudu base.
Co-founder Shawn Tan says the appeal of Malaysian brands lies in their relatability. “Many local fans engage with subcultures like football or basketball. Clothing isn’t just products—it’s a lifestyle, a community,” Tan notes.
Local elements weren’t always planned, but the brand now consciously incorporates them to reflect Malaysia.
After a decade, Against Lab has established a strong international footprint, with products in Japan, Singapore, and Taiwan, plus past pop-ups in Hong Kong. The team plans to weave more local motifs into designs and to broaden its reach across Southeast Asia and Europe.
From a business standpoint, Tan reports a 2–3 percent year-over-year uptick. “That’s a good incline, but we’re just getting started,” he says. The brand maintains its underdog mindset, prioritizing meaningful engagement beyond commerce and staying grounded while continuing to grow.
