THE Covid-19 pandemic lockdown in 2020 got a lot of people thinking about life, ambition, what they are living for and what they want to achieve.
Three friends, each with a different experience in the creative industry, did just that and by the end of 2020, Zulfathi Nordin, Miemie Loh and Jay Liow had ventured into something new -- a clothing brand for kids, called Umbi (www.umbikids.com).
Taken from the Malay word to mean root or source, the three play different roles in the company, as they build it from scratch.
"In the second half of 2020, when Malaysia opened up after several months of strict lockdown, we met for coffee. We have some degree of experience in the creative industry and a huge passion for fashion," says co-counder Loh, who is the brand's photographer and creative director, in an email interview.
The pandemic made them realise that life is too short not to pursue their dreams, so by the end of that coffee session, the idea of Umbi Kids was born.
"The goal is to grow bigger and stronger, hence our tagline, #GrowWithUmbi," she adds.
Loh says Umbi Kids initially focused only on kid's wear. However, after receiving huge demands from parents, the brand rolled out its adult clothing brand called Umbi, with men's wear and women's wear.
"Our focus is to become a one-stop shopping destination for matching family wear, especially for the festive seasons."
SENSIBLE SYNERGY
Loh says while the three of them came from the same industry, they have diverse art background.
"Jay (Liow) has fashion and corporate background, and I have been in photography since I was 14, with an experience in retail. Zul (Zulfathi) is a multidisciplinary designer, specialising in graphic design.
"We wear multiple hats at Umbi Kids. The three of us are a perfect balance. We share the same goal and embrace each other's strengths."
The brand was born in 2020, right after the first Movement Control Order (MCO). "Every discussion and decision for the brand was made online. There was a huge concern before launching our first Hari Raya collection in 2020. Many businesses were badly hit by the lockdown, but we didn't want the Hari Raya spirit to be taken away.
"Hari Raya is our beacon of hope, to finally meet our loved ones and celebrate little moments in life despite the pandemic. We wear our hearts on our sleeves and we seek feedback from our customers," Loh says.
PRINTS CHARMING
Big on prints, Loh says Umbi shares the stories and inspirations behind every print the company designs.
"Since our prints are designed in-house by the founders, they are unique and exclusive to our brand. Customers will not get the same design anywhere else," she says, adding that all its garments are made from natural fabrics like cotton and linen.
"Sustainability has always been a philosophy we practise in the brand. Even our packaging stickers are biodegradable," she adds.
Loh says since the brand is known for its prints, anything with prints sells well.
"Our top-selling items from last year would be the short-sleeved top for boys and teacup skirt for girls. Kids can wear them for any occasion. They are easy to style and comfortable.
"Our main focus is to create great products for our customers. We put customer satisfaction and experience first, making sure they have a great experience with Umbi Kids.
"We believe we have a strong story behind our brand and our prints,"
She says the brand receives plenty of requests from customers for vibrant prints on simple silhouette.
"At the end of the day, we provide our wearers with bold and beautiful colour choices."
Looking back, Loh says they are lucky to have met each other at the right time and place.
"We started the brand at a challenging time, and we managed to pull through. We learn to improve, solve issues and create beautiful products," she says.