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Molek FMCOVER by CROSSOVER + Jem
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Jem
Subversive
The man has been at it since day one and here he stands, ten years later with four branches under the Crossover ensemble where the concept stores boast premium brands and products that customers would otherwise be merely capable of ogling them through the internet. Though the ‘70s culture of upheaval, activism, and rights protests are long gone, Jem is certainly keeping the essential spirit and attitude alive by ensuring every aspect of the individual concept stores adheres to the ethos that he holds true, including the more sophisticated latest addition to the decade-old brand – Cover by Crossover.
To those who are unfamiliar with the Crossover brand, could you explain the difference between Cover by Crossover and the other Crossover stores?
Cover by Crossover is a concept developed after Crossover started 10 years ago. Basically, it is an indirect extension of our initial idea for Crossover. In terms of differences, hierarchically Cover By Crossover is the highest tier concept store for us presently.
A separate entity from the other Crossover stores, what was the decision to establish Cover by Crossover?
We have always felt that in Malaysia, there are many opportunities and chances. Amidst the common notion that our market is not yet mature and ready for a premium lifestyle concept, we decided to take a risk and transformed our idea into reality. Under our banner of ‘Be Reasonable, Demand the Impossible’, we ventured out of our comfort zone and take a chance to challenge our ability.
The tagline ‘Only Anarchists Are Pretty’ is unique in a sense that it is a juxtaposition of radical movement and beauty. What’s the story behind it?
I have to refer back to Crossover’s philosophy of ‘Be Reasonable, Demand the Impossible’, which was the slogan for a historic revolution in the ‘60s by Guy Debord, a French Marxist theorist, writer, and filmmaker. It was the time when university teachers, students and laborers took to the streets and demanded for their rights and protested against authority. For ‘Only Anarchists Are Pretty’, it is a continuity of the same philosophy, but more defined to stating that having a philosophy and fighting for what you believe makes you stands out and heard. Don’t be misled by the word ‘pretty’, which does not suggest the subjective meaning of it, but more on the beauty of rebelliousness.
It’s understood that all Crossover stores, even the website, do not necessarily carry the same products and even concept. What was the reason as to not streamline the concepts of the stores?
Initially, we didn’t planned to open this many outlets as we have now. Malaysia is basically a country with a rather low population. If let’s say compared to the city of Jakarta; our total population is equal to half for the capital city of Indonesia. As such, we try to vary our stores, including our online store, to give our consumers the opportunity to experience a different range of shopping experiences.
Being a premium store, how do you try to translate that punk and rock and roll culture through the store?
Whether we are aware of it or not, subculture is all around us and holds an influence over us both direct and indirectly. There is something exciting and empowering in taking two opposite elements and try to make them work cohesively, to establish a whole new concept. It’s like watching Tarantino’s film; you can expect action and violence, but perfectly entwined with the melodious voice of the opera songstress Maria Callas. A refreshing contraction.
Has your role as the founder of the business changed since starting the business a decade ago?
Personally, there are no significant changes in my life. I’m still very much into anything and everything creative. I must say that I have grown more matured and acquainted with the how-to and know-how of the industry.
We took a gander at your personal Instagram account and came to a conclusion that you are a huge pop culture buff, especially those that have a cult status. Do you derive inspiration from the aesthetics of those types of classic paraphernalia when selecting items for the store?
I’ve always had this fixation towards history, and how it would somehow repeat itself. Many times, our society has failed to recognise this, or refused to look to the past for wisdom and admonition. What I shared on my Instagram can be said as my choices of “blast from the past”. It’s my way of sharing and encouraging whoever who viewed it to contemplate the past and discover the future. If even one person learnt something from it, I consider it as a bonus to me. Same goes for the design concept and in selection of items for our stores. Old pictures, vintage furniture, and black & white movies are some of the examples of our interest in history and how it inspires our interior concepts.
How do you determine the selection of brands and concept for each outlet, in particular Cover by Crossover?
The selection of brands for Cover by Crossover is made personally by evaluating the brands’ direction, heritage value, and principles that are similar to us. For example Cash CA and A4 from Kazuki Kuraishi, you can see a lot rebellious element that they convey through their artwork and designs. Same goes for Carhartt x SlamJam and adidas Rick Owen that we recently launched. Both have an indirect natural connection with what Cover by Crossover stands for.
We’ve read that Crossover was based on a few events that happened during the punk movement, could you tell us which specific ones?
Well, we do not necessarily find inspiration from only the punk movement, or any specific punk events, but more on any aspects that we felt were radical enough and its spirit of fighting for something better; just as what our philosophy ‘Be Reasonable, Demand the Impossible’ would suggest.
Being someone who seems to strive on creating and innovating, is Crossover the only project that you’ve poured your efforts into? Or do you also dabble in other forms to express your creativity?
For the time being, I am still focusing my energy and effort on both Cover and Crossover. But you can see in the beginning of 2014, we were involved with lots of collaborative projects with international brands such as Reebok and Ebbet, We are also working closely with our other partners for our 10th anniversary. Despite all these, we also have a new project going under our sleeves – DYSP aka Die Young Stay Pretty, a name inspired by one of Blondie’s song, which we will elaborate more in the future.
Seeing that you identify strongly with the culture of punk and its defiant attitude, what do you think of the culture of today or lack thereof?
The ‘70s has always intrigued me. The time of feminism, the Black Panther movement, people voicing their opinions publicly and openly questioning the authority. Back then where rock’n’roll and punk started to take root and continued its influences until now. It was the time when its generation was not afraid to take risk and put their lives on the line, to fight and stand for what they believe in. It is crucial for our younger generation now to go out, see the world, meet new people, and experience other cultures. Only then, they can open their mind and make an impact in their very own society.
