The Covid-19 pandemic may have put a damper on physical retail business last year, but some companies took advantage of the disruption to brainstorm new ideas in anticipation of a new retail landscape, post-pandemic.
Physical restrictions did not imprison the human mind, so as the world slowly opens up, you see the unleashing of wonderful display of creativity and newness, conceptualised and thought of during the global lockdown.
Local luxury fashion retailer Melium Group, known for bringing designer brands like Tod's, Max Mara and Aigner, is no exception. Last month, the group, headed by fashion businesswoman and entrepreneur Datuk Farah Khan, unveiled Mind/Kind, the brand's new multi-label boutique that features select contemporary fashion and brands with a cult following.
"A lot of things have changed in fashion," says Farah, who has been in the industry for over 30 years.
"Fashion used to be formal and dressy but the landscape has changed so much. Now it's about identity, the community, a person's knack in styling and fluid, genderless apparel," she says.
Mind/Kind, short for Mind of a Kind, is open at LaLaport at Bukit Bintang City Centre and features a list of cult brands like Naked Wolfe, known for its chunky sneakers made of sustainable materials, and Acme de la Vie, or ADLV, a South Korean brand worn by K-pop stars, known for its loose-fit tees.
WELL-CRAFTED
Mind/Kind head of division Stanley Saw, who has more than a decade's experience in the retail field, says the store stocks contemporary fashion — designer goods that are crafted to exacting standards but are not confined to the conventional, clean looks often associated with high-end brands.
"The aesthetics may be casual, like sneakers and denim jacket, but the workmanship, attention to detail and materials used are all on par with designer brands," Saw says.
Naked Wolfe, for example, was launched in 2017 by three siblings in their 20s, who wanted to disrupt the footwear scene by offering something starkly different — super chunky sneakers that look like a hybrid of platform and sports footwear.
Its niche designs became an instant hit, worn by model sisters Gigi and Bella Hadid, actress Sophie Turner and singer Olivia Rodrigo, among others.
"It's a relatively young brand that's not commercial, but has a cult following and a strong community. It's the luxury cult sneaker label for the urban dresser and that's what we look for. We are always on the lookout for brands that are disruptive and unique, with a different level of following," he says.
Saw says the curation serves a niche market: those who are in tune with their fashion choices and who express themselves through their choice of clothes and footwear.
START TO FINISH
The idea and conceptualisation of Mind/Kind started in April last year. Saw says it took the team six months to conceptualise the brand, from what it stands for to what it will showcase.
"Everything was done online and we were steadfast that we will bring this to life so here we are," he says, adding that given the global logistics issues stemming from the Covid-19 pandemic, the store isn't fully stocked yet.
"We currently carry 16 brands for men and women, from ready-to-wear to accessories. I think we will be fully stocked only by September," he says.
The flagship store is strategically located at the ground floor entrance of the new mall with brands from Tokyo, Seoul, Paris, Milan and Los Angeles.
The store offers a space that excites the imagination, from the minimalist industrial interior design, intricate lighting to large and vibrant LED displays, providing a visual and auditory journey.
Even the music is curated to reflect urban cities represented within the store, with subtle references to 1980s, 1990s and 2000s pop culture.
Other brands available in-store are Axel Arigato (known for its sneakers), Hogan (famous for its Italian crafted footwear), Ksubi, Maison Kitsune, Stampd and Fiorucci.
MIND/KIND COMMUNITY
Saw says fashion, like art, is a form of expression and the young generation, especially, is articulate and expressive and they find ways to share their opinions.
"Fashion is art and we cannot limit it to just retail. So Mind/Kind will also serve as a platform for creative minds like graffiti artists, painters or musicians to express themselves.
"It won't be just a store. It will be a platform for the mind, for our community to share opinions and discuss and, hopefully, a space for creativity to flourish," Saw says.