STREET BEAT

MIN­I­MAL­ISM HAS BEEN THE TREND IN RE­CENT YEARS AND IF YOU’RE WON­DER­ING TO WHAT EX­TENT YOUR STREETWEAR CAN ADAPT TO THIS, THINK AGAIN. NA­BILA AZLAN CHATS WITH RON­ALD CHEW, THE BRAINS BE­HIND NERDUNIT TO SHARE HIS THOUGHTS ABOUT THE CON­CEPT OF THE BRAND.

Female (Malaysia) - - FASHION INSIDER -

FE­MALE: How did Nerdunit first be­come known as a streetwear brand? Ron­ald: “It all hap­pened as I was com­plet­ing my Master’s de­gree in San Francisco back in 2012. There was a hand­ful of brands that I liked but most of them were skewed to­wards the skate cul­ture and I felt that streetwear brands have more op­tions to of­fer to their cus­tomers. That’s when I got down to de­sign­ing my own goods (in the form of tees back then). My friends back in San Francisco were Nerdunit’s first cus­tomers and they helped to spread the word around. That’s how the or­ders grew, and to­day, I’m proud to call that small team that helped build the la­bel with me, my fam­ily.”

F: The brand has gained a lot of fol­low­ers in a short pe­riod of time. How do you think the cult fol­low­ing started?

R: “We’re very lucky to be at the be­gin­ning of a revo­lu­tion. Street fash­ion has been around for the long­est time but only re­cently has it started to evolve and be show­cased on run­ways. We’re at the right place and time as streetwear is on the rise and that’s how Nerdunit got its fol­low­ing!”

F: What has been Nerdunit’s big­gest achieve­ment to date?

R: “As of now, noth­ing beats the re­cent open­ing of our Nerdunit Fu­ture Store in Hara­juku (which hap­pens to be the cen­tre of the fash­ion scene in Ja­pan)! I’m psyched that we’re the first lo­cally owned streetwear la­bel with a store out­side of Malaysia.”

F: What are some of the mea­sures you’ve taken to en­sure that Nerdunit stays rel­e­vant in the fash­ion scene that is evolv­ing rapidly?

R: “Our aim is to keep our de­signs fresh – from the colours and ma­te­ri­als right up to the sil­hou­ette cos we don’t want to be known as ‘just an­other street­style brand’. Nerdunit will also be ob­serv­ing the lat­est trends in town and in­no­vat­ing our styles ac­cord­ingly but at the same time, we’ll main­tain our core themes and stay true to the mil­i­tary, fu­tur­is­tic

and in­dus­trial vibes con­cept as we move to­wards dark and edgy el­e­ments.”

F: Who are the peo­ple who made your dream col­lab­o­ra­tions come true? R: “The three names are Kanye West, Vir­gil Abloh and the mas­ter­mind be­hind A Bathing Ape, To­moaki Na­gao aka Nigo! They’re my main sources of in­spi­ra­tion, hav­ing shaped the streetwear scene to how it has be­come to­day.”

F: What’s next for Nerdunit?

R: “We’re look­ing for­ward to ex­pand­ing the la­bel to Europe as well as the US. Nerdunit will also be hav­ing many ex­cit­ing col­labs very soon, so stay tuned!”

RE­FLEC­TIVE COACH JACKET

RON­ALD CHEW

NERDUNIT’S JA­PAN STORE

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