[This is a sponsored article with hello ronron.]
There is a new brand in Malaysia that hopes to make an impact on the wardrobes of modern working Southeast Asian women.
It’s called hello ronron, but it’s not your usual office wear label – it’s knitwear. Often described as an article about sloppy dress in the literary media, it seems hello ronron is hoping to help change that perception.
Looking at the ethos of the brand, it is clear that the team is serious about producing quality knitwear. But with Malaysia’s climate being the furthest example from sweater weather, one has to wonder, why knitting in particular?
To understand a brand, we must first get to know its founder.
Take knitting seriously
Angela Chiang studied fashion design and graduated with a Bachelor of Arts from Central Saint Martins College of Art and Design in the UK.
It is a world-renowned university for art and design education, having produced notable alumni such as fashion designers Alexander McQueen and Stella McCartney.
There, Angela studied textile and women’s clothing design, taught her how to work with various fabrics and ornaments, screen printing, digital textile printing, etc.
Professionally, she worked for fashion companies in London during her studies before moving to Taiwan to work for a high-end fashion house.
“During my time working at the haute couture house, consulting clients, the design process and the fitting process have always been some of my favorite aspects of the job,” recalls Angela delightedly.
As she worked, the idea of starting her own fashion company slowly began to take shape.
In a sentiment perhaps most relevant to fashion designers, she explains, “I find myself greatly inspired by the lives of my clients when I wear the designs we create, [beyond] only its aesthetics or function. “
Wanting to have such a part to really call her own, hello ronron was born.
To puzzle us a little, Angela tells us that the word “ronron” is the name they give to women who wear hello ronron, who is a cheerful, confident, original, inspirational, and outgoing person. both grit and grace.
She is your friend, but she can also represent your friends, sisters, mother and daughter.
For gloss and seamless style
Angela has gone into market research with a deep understanding of customer behavior, thanks to her previous experience working in the fashion industry.
She knows what her clients (modern working women) encounter in their daily routine and how the clothing they wear affects their lifestyle.
At the same time, she herself faced challenges in finding knitwear in a particular style. In particular, she was looking for a minimalist cut to accentuate the silhouette of Southeast Asian women, create a comfortable feel, made with quality materials, easy to care for and airy enough for warmer weather. .
So with hello ronron, she wanted to tick all those boxes and tailor-made designs that fit the silhouette of modern Southeast Asian women make sense.
To do that, she researched historical fashion and created pieces that resemble the cut and cut designs of kebaya (Malay), qipao/cheongsam (China), ao dai ( Vietnam) and other heritage classics.
Specifically, these sections create a shape that elongates the lower body, visually shortens the upper body, accentuates the waist, and creates a well-balanced proportions to the neckline and shoulders.
There’s so much more that hello ronron’s designs want to do – without exposing too much skin or being too tight, it allows the wearer to feel sexy, feminine and comfortable.
Angela describes it as clothing “where the wearer will feel comfortable when transitioning from work to play, [the] meeting room until happy hour, visiting groom’s family and special dinner for two”.
Enabling this versatility are features like adjustable shoulder straps, necklines, buttonable skirt slits and more.
Returning to the conversation about knitwear not being made for Malaysia’s hot and humid weather, Angela was quick to let us know that there are, in fact, different knits made for the weather. sunny.
Some examples are cotton knitting (breathable and soft), viscose knitting (thin and silky), and linen knitting (breathable and light), which can make for versatile everyday essentials at home. local.
Angela also experimented with cuts from detailed cable knitting to dynamic mouliné knitting, including layering the neckline to keep its shape after washing.
Hello ronron’s all products are designed by her in-house and she went through some prototyping with her knitwear manufacturer in Shanghai to refine them into the final products. .
“As a startup, my company doesn’t have economies of scale right now and all of our products are made in small batches,” Angela shares.
While a commitment to making custom-designed products entirely from scratch won’t cost the startup more, she also ensures:
“I believe in investing in R&D to create a pattern cut that matches the silhouettes of Southeast Asian women and produces only with good materials and textures of garments — and will continue to do so. so.”
In Angela’s words, a well-made and designed product will stand the test of time, and this is also their approach to sustainable fashion.
Sophisticated knitting from start to finish
Unfortunately, the transition from fast fashion to slow fashion was very gradual and difficult to popularize until now.
But many smaller brands are still trying to change the status quo, with hello ronron being no exception.
Designed for longevity, hello ronron’s designs are not seasonal and are also created using a completely fashionable knitting method to reduce waste.
Do you know: To explain, full or profile knitting is a manufacturing method in which front, back and sleeve pieces are knitted to the correct shape directly by a knitting machine. As a result, cutting is minimized or completely eliminated, but some post-knitting cuts may still be necessary.
In the case of hello ronron, this applies to sewing their buttons made of seashells from Japan, stitching their eyelets by hand, such as sewing garment labels.
The trim pieces and pockets are then knitted separately and sewn together with the rest of the knitted pieces to complete the outfit.
By industry standards, this method is much more efficient, as conventional cutting and sewing methods allow up to 30% of the original fabric to be wasted as loss.
We’ve seen first-hand how meticulously the hello ronron pieces are made, as the team submitted more than six designs for a variety of designs.
These include Lynn Top Lavender (RM180), Agnes Top Black (RM200), Hera Skirt Evening (RM300), Sylvie Skirt Rose (RM280), Mila Dress Cloud (RM380), and Angelique Dress Black (RM390).
From these we can study how hello ronron pulls different cuts and designs.
Despite being on the thinner side of the knitwear we’re used to, each shirt feels solid in our hands, with no lost threads or poor seams.
Tried a few of them, they’re definitely snug, but still comfortable enough for me to move in (for context, I’m pretty petite).
Hi, ronron currently has three sizes: S, M and L, but Angela assures that all of their panties are stretchy, can stretch up to 10cm.
She also advises, “When you’re in between sizes, look at your waist measurement first to see which size is closest to you.”
In case you’re not sure which size fits best, hello ronron offers clothing measurements for every product, including shoulder width, sleeve length, garment length, skirt slit length, etc
There are also more coverage sizes, she added. For their future collections, Angela also wants to work on manufacturing with deadstock and recycled yarn (made from treated plastic water bottles).
- Learn more about hello ronron here.
- Read about other Malaysian startups we’ve featured here.