KUCHING: In the heart of Kuching, where modernity intertwines with history, one boutique stands as a bridge between tradition and contemporary fashion.
Fadhi Exclusive Boutique, a family-run business in India Street, has long been a cornerstone for rural shoppers seeking traditional Malay attire.
But this year, with a booth at Sekoh Raya in The Hills shopping mall until the eve of Hari Raya, the boutique is taking a bold step to reach a younger audience — bridging generations through culture and style.
A Legacy Rooted in Family
For 23-year-old Jazlan, Fadhi Exclusive Boutique is more than just a business — it’s a legacy.
“My grandfather had seven children — four sons and three daughters. The daughters moved away after marriage, while the sons took care of the shop.
“My father played a significant role in running the business, accompanying my grandfather on trips,” he said.
As time passed, his uncles branched out into other ventures, leaving only his father and one uncle to manage the boutique.
“Unfortunately, my uncle passed away ten years ago, leaving the shop solely to my father,” he said.
The Battle for Gen Z & Gen Alpha
Jazlan’s mission this Raya is clear — to introduce traditional fashion to the younger generation.
“Many of our customers come from kampung areas since we’re located at India street, but Gen Z and Gen Alpha often overlook traditional clothing stores like ours. My goal is to introduce and expand our brand to them, helping bridge the gap between tradition and modern fashion.
“We want to introduce them to the cultural significance of baju Kurung and baju Melayu while showing them how these pieces fit into modern fashion,” he said.
The challenge? Fast fashion and social media trends have shifted consumer preferences, making traditional attire seem outdated.
However, Jazlan believes education and adaptation are key.
“Our best-selling item is the kurta because it’s versatile. Unlike the baju Melayu, which is mainly worn for prayers and festive occasions, kurtas can be styled casually, making them more appealing.”
The Struggles of a Traditional Business in a Digital Age
Running a family business comes with its own set of challenges, especially in a world dominated by e-commerce.
“At India Street, we control our hours, but if we move into a mall, we would have to adhere to strict operating times. Plus, hiring and retaining employees is another challenge — many leave after a few weeks,” he said.
Marketing has also become a whole new battleground.
“My sister handles our videography and online content. She keeps up with trends, while I help with editing, but it is difficult to convince traditional business owners of its value. They are used to tangible results, like setting up a physical store and seeing immediate sales.
“The older generation struggles to see the value in digital marketing. Unlike a physical shop where sales are immediate, online engagement takes months to build. Patience is crucial,” he said.
Then, there’s the growing competition from e-commerce giants like Shopee and TikTok Shop.
“Online retailers source directly from manufacturers, offering lower prices than physical stores like ours. With rising costs and minimal salary increases in Malaysia, people prioritise affordability, making competition tough for small businesses,” he said.
A Change This Raya
With Hari Raya just round the corner, Jazlan has noticed a shift in shopping behaviour.
“Last year, sage green was the trend. This year, customers are panic-buying, less concerned about colour and more focused on securing outfits in time for celebrations,” he said.
For those looking to explore a mix of heritage and commerce, Jazlan extends an invitation.
“Come visit us at The Hills or our main store at India Street. The area is full of character, with shops that tell the story of our city’s past and present. We’d love to welcome you from 10am to 10pm daily,” he said.
As the city continues to evolve, businesses like Fadhi Exclusive Boutique prove that tradition and modernity don’t have to be at odds.
With a little innovation, cultural heritage can not only survive — but thrive.
