Sewing a family legacy

Soong: Consumers favour the in-person experience when shopping for batik. — Photos: Gérson Batik

From its start, Gérson Batik has always been a family affair.

“My mum and cousin are here, and six of my aunts are at home sewing right now,” the modern batik wear brand’s founder, Soong Xin-Ee, tells StarBiz 7 at its Fine Gérson outlet in Subang.

Founded in 2019 by Soong along with three of her cousins, Gérson Batik specialises in custom and ready-made batik clothing designed with a unique, contemporary twist.

The Gérson name, however, has roots going back 30 years to three sisters running a neighbourhood home tailoring business in Klang.

“My aunts began a traditional business importing clothing stocks from Germany, and later focused on crafting custom pieces for customers,” she shares.

Gérson’s operations eventually came to a halt when the sisters started having their own families.

Ten years later, while working in eCommerce, Soong saw the potential of using social media and online retail to revive her aunts’ business.

Thus, Gérson Batik was born.

“I thought it would be a way to help my aunts to earn an income, because they hadn’t been working during this time,” she adds.

Staying true to the DNA of the first business, Gérson Batik began by providing custom-made batik women’s clothing.

“There was a lot of trial and error, but we eventually came up with a simple yet modern batik top, which sold like hotcakes,” the founder recalls.

“We had many customers share that our pieces reminded them of their grandparents, and that they were so glad to now have a contemporary way to wear them.”

The positive response and growing demand led to the addition of ready-made collections,

as well as menswear options like batik shirts, neckties and pocket squares.

Since then, the brand has also opened two physical stores, where customers can browse and try on batik pieces or have fittings for their made-to-measure outfits.

Cut from a different cloth

According to Soong, the idea to incorporate batik at the core of the business stems from a distinct family tradition. Every Chinese New Year, she and her relatives would all wear batik, each person donning a unique design by her seamstress aunts.

This commitment to one-of-a-kind creations continues to manifest in Gérson Batik’s collections today. “Almost every piece you see here is different,” she points out.

“We don’t mass produce and continue to cut each piece individually.”

For each design, pieces are produced with different batik fabrics, resulting in a rich range of iterations with various colours and patterns.

She notes that this approach is a key to what sets Gérson Batik apart.

“Our repurchase rate is very high, and I would say it’s because our customers love that they can always find something that is fresh, unique and not replicated on our racks.”

Soong shares that she and her mother personally source the fabrics for the garments from locally-based suppliers in Kuala Lumpur, Terengganu and Kelantan.

To keep up with evolving trends, new designs are regularly released throughout the year.

Designs are developed through a collaborative creative process between Soong and her aunt, Wong Soo Ha, who serves as the designer.

“I’ll usually show her the current trends that we would like to incorporate, and then she will take those ideas and use her expertise to come up with an even better version.

“From there, all of us will work together to revise and fine-tune them,” she says.

Threading new ground

Last year, Gérson Batik celebrated the opening of its second retail store located in Chinatown KL.

Soong reveals that there are plans to set up the brand’s first outlet outside of the Klang Valley in 2025.

Physical retail stores have been integral to the brand’s growth, as consumers often favour the in-person experience, especially when shopping for batik wear.

“Customers will come and try as many as 10 pieces, because each pattern and colour creates a different look and feel on each person,” she says.

For both stores, the business collaborates with local coffeeshop brands to integrate a cafe where patrons can stop for a cuppa and a bite.

“We wanted the place to feel comfortable and enjoyable, where people can sit while their partner or family member shops, so there is no pressure to rush or make a purchase.”

In addition to developing Gérson Batik’s upcoming outlet, the founder’s focus at the moment is also on introducing and fostering new designers and tailors who can carry on the craft and legacy of her aunts.

A bigger team will also aid the business in handling the ever-growing demand for its batik offerings.

Although once considered a niche category, recent years have seen a proliferation of modern batik businesses across the local market.

However, Soong regards it as a positive development.

“It’s a good thing because at the end of the day we are increasing awareness and growing the community of people who appreciate and are receptive to modern batik,” she says.

“When we started, we didn’t expect there to be such a large market, but more and more

people have become receptive, because batik is uniquely able to represent Malaysia’s culture.”