The wooden door on the colonial facade that ANAABU calls home opens to a sanctuary with a fascinating tangle of opposites: contemporary gender-fluid garments and historical architecture.
Originally home to a family for the past 60 years, the space on Jalan Sin Chew Kee caught Ana Abu’s attention albeit being slightly off the beaten path. “For years, we’ve been on the lookout for the perfect location—spaces that reflect our upcycling ethos and allow us to truly engage with the community. Jalan Sin Chew Kee stood out as a historic building in a heritage-rich area that attracts diverse crowds, making it the ideal place to showcase ANAABU’s unique concept and values,” said the founder of the eponymous brand.
“The concept we embraced was to dance between the old and the new—we wanted to preserve the building’s raw essence while infusing it with a fresh energy,” she explained. It wasn’t without challenges, of course, the brand’s Marketing Lead, Ariff shared that efforts were made to ensure a better drainage system, which has been made possible with the help of the neighbouring cafes and restaurants.
Looking closely, we could even spot the construction markers left on the walls. The thrift-store-turned-fashion-brand forged a reputation for delivering sustainable pieces and the value is injected into the store design as well—the store is filled with repurposed and recycled furnishings fueled by narratives. Old-time used treasures such as wooden drawers from the building’s wardrobe that’s been left behind were repurposed into a decor piece, while the display table—which also serves as a centrepiece display—is made from koto, a traditional Japanese musical instrument, supported by thrifted metal cases that also doubles as extra storage. Garments were seen hanging on railings handmade by one of the members of the team, surrounded by thematic art decoration made by local artist W.Rajaie from Rumah Batas.
As a fashion brand, ANAABU breaks the stigma of heritage wear, creating a new canvas for local contemporary fashion, and its retail spaces are the epitome of experiential retail that fully embraces the deep-rooted history of these cities. As Ana puts it, “They’re more than just places to shop; they’re extensions of our creative philosophy, where we blend heritage, sustainability, and art into one cohesive experience.”
Can you tell us more about how ANAABU came about? What led to the decision to start a fashion brand?
ANAABU stemmed from my passion for thrifting, which blossomed into a love for styling. Growing up surrounded by garments, I was influenced by my father, a Cambodian immigrant who made a living selling thrifted items at pasar malam markets throughout Malaysia. I would accompany him in the van to sell various types of clothing.
My grandmother ran a small booth at a local market to sell tudung, kain sarung and kain pelikat, and I’d spent time at her booth after school, immersing myself in the vibrant world of textiles. I wouldn’t consider myself fashionable as a child, but my hobby blossomed into a genuine passion for styling and clothing after university. I began selling my finds through an online blog shop.
Through years of thrifting, I developed a keen eye for garment details, cuts, and fabrics, which inspired me to start designing my pieces. I have a particular affinity for oversized clothing due to its versatility, especially unisex shirts and bottoms with unique silhouettes. Additionally, I cherish traditional garments as they evoke fond memories of my childhood. I incorporate these elements into ANAABU, positioning the brand as a purveyor of contemporary classic clothing.
What role do you think—and wish—ANAABU plays in the local fashion scene?
At ANAABU, we see fashion as a means to both express and preserve individual identity, as well as the cultural stories that shape us. Our collections are about more than just aesthetics; they’re a way of telling stories, whether personal or cultural while celebrating the rich diversity of human experience. Through design, we aim to create pieces that not only allow individuals to express themselves but also connect to something deeper, whether it’s a memory, a heritage, or a belief.
We are also deeply committed to sustainability because we believe that fashion should reflect our responsibility to the planet and the cultures that have shaped the garments we wear. Our designs often draw inspiration from local traditions, heritage craftsmanship, and the stories of the communities we engage with. We believe that by blending sustainability with storytelling, we can not only create timeless pieces but also contribute to the preservation of cultures and values that are important to us all.
I want to bring this platform, where people can feel empowered to express themselves creatively and authentically, while also being mindful of their environmental impact, to the table. I want ANAABU to be a brand that enables individuals to make meaningful fashion choices—pieces that are designed with intention and that carry a narrative. Fashion, for us, is a tool for self-expression that can also honour the past, celebrate the present, and contribute positively to the future.
Opening a store at Jalan Sin Chew Kee in KL and one in Johor Bharu—what led to that decision, especially in an age where online shopping is booming?
While online shopping offers undeniable convenience, we believe physical stores still play a vital role in fostering a deeper, more personal connection between the brand and its customers. For years, we’ve been on the lookout for the perfect locations—spaces that reflect our upcycling ethos and allow us to truly engage with the community. Jalan Sin Chew Kee stood out as a historic building in a heritage-rich area that attracts diverse crowds, making it the ideal place to showcase the unique concept and values of ANAABU.
Similarly, Johor Bahru’s emerging fashion scene, particularly along the iconic Jalan Tan Hiok Nee, provided the perfect opportunity to be part of a vibrant, up-and-coming community. Expanding into these cities isn’t just about market growth; it’s about being woven into the local fabric, building meaningful relationships, and offering a personalized experience where customers can touch, feel, and truly experience the brand in a way that online shopping can’t replicate.
What are some of the difficulties you encountered throughout the process, especially expanding to JB?
Expanding to JB came with its challenges—one of the biggest hurdles was understanding the unique preferences and expectations of the local market. Logistics also played a part, as we had to ensure smooth operations for both our online and offline channels.
However, the excitement of being part of a growing fashion hub outweighed these challenges, and the feedback we’ve received from our JB customers has been incredibly rewarding.
Does having a community play an important role in expanding especially since Jalan Tan Hiok Nee in JB is well-known for its growing fashion community?
Absolutely! A strong community is crucial to the success of any brand, and it’s something we take very seriously at ANAABU. The sense of belonging that comes with being part of a community—whether it’s in Jalan Sin Chew Kee or Jalan Tan Hiok Nee—is what drives us to continuously improve and innovate. In JB, we’re excited to be part of a thriving area that celebrates fashion, art, and culture.
We had the opportunity to take over a half-mezzanine shop that was used as a gallery and office previously, which is a very unique lot along Jalan Tan Hiok Nee and is surrounded by thrifted shops, coffee shops and our favourite multi-label brand Bev C. It’s not just about selling clothes; it’s about fostering relationships with like-minded individuals, supporting local artists, and being an active participant in the fashion scene.
The design of the stores featured a sense of rawness that aligns with ANAABU’s commitment to sustainability—was that intentional?
Yes, the rawness in the store designs was very intentional and deeply aligned with ANAABU’s ethos of authenticity and sustainability. Both our Jalan Sin Chew Kee and Jalan Tan Hiok Nee stores are located in heritage buildings, and we wanted to respect their rich histories while breathing new life into them. The Sin Chew Kee store was particularly special. It was originally a home to one family for 60 years before it became a refuge for homeless individuals. When we took over, we had to rebuild the entire space from scratch, replacing utilities and clearing out years of debris. The concept we embraced was to dance between old and new—we wanted to preserve the raw, historical essence of the building while infusing it with fresh energy. We chose minimalist elements and raw materials like concrete, wood, and metal to reflect our brand’s unpolished, real nature.
A lot of the furniture in both stores is upcycled and thrifted by our team. For example, in Sin Chew Kee, our main display table features a koto, a traditional Japanese musical instrument, as the tabletop, with thrifted metal boxes, repurposed as the legs and storage. We also repurposed the drawers taken from the building’s wardrobe that’s been left behind into our decor pieces. It’s a beautiful example of how we reimagine old objects and materials to give them a second life, which is a core part of our sustainability commitment.
We also created an indoor garden with a hidden lane leading to a secret washroom and designed windows that connect to our office space, giving the store a fresh, organic atmosphere. The store isn’t just a retail space; it’s a community space where we interact with customers, host events, and even work. It embodies our belief in using the physical space to connect with people, fostering a sense of belonging and creativity.
Similarly, when we took over the Jalan Tan Hiok Nee store, which was previously a gallery and art space, we continued the theme of upcycling. Much of the furniture was either upcycled or thoughtfully designed by our team—like the cashier counter made from metal boxes and the garment rails that were created to be movable and detachable, allowing for flexibility in a small space. This store also reflects our commitment to sustainability but also our desire to create an environment where art, fashion, and community can come together.
The design of both stores reflects who we are as a brand—not just through the clothes we make but through the spaces we create. They’re more than just places to shop; they’re extensions of our creative philosophy, where we blend heritage, sustainability, and art into one cohesive experience.
What is your personal “fashion hidden gem” recommendation in the city, or even in other cities?
Oh, that’s a tough one. (laughs) I don’t stick to one place when shopping for clothes, it depends on my mood and what I’m looking for. But if I had to pick, a few spots come to mind that are great for exploring unique finds. In JB, the BevC Multilabel Store is worth a visit. Sixth Sense in Penang is another gem, and in KL, Snackfood is fantastic for quirky accessories and thoughtful gifts. I also love wandering around the Zhongshan Building now and then, it’s such a cool creative hub with hidden gems in every corner.
I’ve also been meaning to visit Joe Chia’s retail space. I’m not sure if it’s open for walk-ins or by reservation only, but from the photos I’ve seen, it’s definitely high on my must-visit list.
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