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Molek FMSHOWROOM + Darren Chiu
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Darren Chiu
Mellowed Out
A man who’s strongly against procrastinating will accomplish more quickly, and probably open up eight stores, before you can get out of bed. Streetwear OG Darren Chiu has been striving hard to bring the skateboarding lifestyle in KL to its fullest potential and creating a foolproof business plan at it. He’s got many talents when it concerns his career, but accepts that he may not be that gifted as a skater. Homie is pretty cool either way.
You run eight stores, how do you manage to find time to maintain all of them?
Currently all stores are located at different places like SHOWROOM in Berjaya Times Square, STUSSY KL, which is located behind Times Square, HEAVYWEIGHT in Fahrenreit 88, One Utama, and Sunway Pyramid, and HUNDRED% in Lot10 and JBCC. It is difficult occasionally to manage all the little things that happen in all the stores but I have managers at the frontlines to give me reports on what’s happening; I oversee most of the management and marketing.
What makes SHOWROOM different compared to other outlets?
SHOWROOM is a store that is very skate-centric, which is our edge. Even though other stores are selling streetwear and lifestyle items, SHOWROOM is more focused on skateboarding with the aim of improving the skateboarding culture in Malaysia.
Are you a skater yourself?
I know how to skate. My theory is very good but I lack the practical skills. Some people are talented at certain things and aren’t [at other things], and I know that I’m not talented at skateboarding, but I truly love the lifestyle.
That’s pretty rad. What’s the backstory behind the name?
When you think of ‘showroom’, it’s usually a car showroom, property showroom, etcetera. It gives a very exclusive feeling and every customer is treated well when they’re in a showroom trying to buy something, which is exactly the experience we provide at SHOWROOM. Plus, the name is really catchy and easy to remember.
Local streetwear designers are popping up like daisies, what do you think of KL’s streetwear options? From a retailer’s point of view.
I know for a fact that the #lokalah scene is growing, but what I see from a majority of brands is that they lack proper branding and an overall business module. Having a brand is more than just making money, you gotta have a vision and a plan to turn the vision to reality. Planning is really important.
What do you look for in a product before you decide to stock them?
First things first, we look for a brand that really relates to our Malaysian market. No point bringing in a brand that looks good, but is totally unrelated to our customers (pricing-wise or style-wise). Secondly, if it is a new brand, we look at the brand’s longevity. Whether the brand can last long — not just in our Malaysian market but internationally too. It’s pointless to stock a brand for six months, and then they close down. It’ll be a waste of time and money.
What were some of the obstacles you went through when you opened SHOWROOM – your first store?
Back in those days, a lot of people didn’t understand the streetwear and skateboarding lifestyle. It was very foreign. They would come in the store and complain, “Why is the product so expensive?” And they don’t appreciate the product completely. That was the biggest problem. The reason streetwear started is to have clothing that’s not easily available, and not mass-produced. So, that is why streetwear is generally more expensive, because the amount produced is very low. Getting that message across to our Malaysian market for over a good 10 years ago has been a very hard thing to do.
That must’ve been annoying. How did you overcome it?
Changing the mindset of the customer and educating them about the product. So, a lot – and sometimes too much – of talking. Now with the internet, information is at everyone’s fingertips, which makes our lives much easier.
Which streetwear trend do you wish never existed?
Personally, I don’t hate any form of fashion. Anyone can wear whatever they want. But for me, I always ask this question, “Do you wear the brand? Or does the brand wear you?”
Where do you see your business going in the next five years?
Definitely pushing the skateboarding scene to bigger and better heights, and hopefully making a name for ourselves not just locally, but internationally as well.