Amid the lush mountains and sprawling beaches, Kota Kinabalu is known for its artisanal craftsmanship. Street fashion would not be the first thing that came to mind; not until Kit, Jeremy, and Meli put Qrated on the fashion map. A multi-label store that houses a myriad of fashion labels, Qrated was an expansion of an online thrift store.
Kota Kinabalu has always been a land of mystery for many of us, and truth be told, it is also an uncharted territory for the local streetwear scene. However, as the fashion scene in the city grew, the trio put the task of strengthening the fashion community on their shoulders. “A multi-label store wasn’t as common back then and many found it quite a foreign concept. It took us some time to explain and prove the value of a curated selection,” Kit explained. With social media breaking the fourth wall, being exposed to the global fashion scene is no longer an obstacle despite Kota Kinabalu being miles away from other fashion capitals. The trio’s goal is to build physical connections and create a tangible experience, one that has, ironically, became a rarity with the presence of social media.
When asked about challenges, Kit shrugged it off. Nevertheless, we know very well that it is easier said than done. Even if we put business know-how aside, with just the geographical restrictions and the challenges it entails can easily snuff out the burning passion. Just a few months ago, Qrated even went all the way out to pull together an anniversary runway show graced by a crowd, or better, an ardent community that is passionate about fashion. Instead of a mere multi-label store, Qrated is, like the name suggests, a curated oasis for the fashion fluent to come together.
How did Qrated come about?
Qrated started as an online thrift store because we wanted to share our love for Japanese vintage and the Y2K style. We noticed a gap in the local market—these styles weren’t accessible. Over time, we decided to expand the business, opening a physical store that invites and welcomes people to an immersive shopping experience. Eventually, we’ve grown into a multi-label store, showcasing both local and international designers.
What role do you think Qrated plays in the local fashion scene?
I think Qrated offers something different and fresh, giving the KK community a portal to curated fashion pieces and cultivate styles that would otherwise be a challenge to find here. Qrated is also a platform that showcases and supports local designers. I think this contributes to strengthening and hopefully, expanding the local fashion community in this city.
Multilabel stores are a relatively new concept in Malaysia. What are some of the difficulties you encountered throughout the process?
It wasn’t easy at first. One of the biggest challenges was looking for and selecting the right brands that align with Qrated’s concept. Also, multi-label stores weren’t as common as it is back then and many find it a foreign concept, so it took us some time to explain and prove the value of a curated selection. Logistically—especially sourcing overseas, reaching out to international designers—is yet another steep learning curve.
With social media and e-commerce, shopping—even for overseas brands—can be done easily. How does a multi-label retail differ and stands out?
It boils down to the experience. At Qrated, for instance, you can see and feel the clothes, try them on and enjoy the process of discovering unique pieces—it’s a sensory pleasure that cannot be replicated online. For a multilabel store, a lot of curation took place so the personal touch, connection, and thoughts we (the curator) adds another dimension to the experience.
How has the fashion scene in Kota Kinabalu changed so far?
The fashion scene is growing. People in KK are more open to explore unique styles, and have also started taking the leap in being more experimental with their looks and fashion choices. Growing in tandem with that is a burgeoning appreciation; the support shown for the local brands too has heightened. It’s a growth that we are happy to witness.
What is your personal “fashion hidden gem” recommendations in Kota Kinabalu, or even in other cities?
In Kota Kinabalu, my personal recommendation is to check out the small thrift pop-up stores around the town—they’re great if you want to get something unconventional or unexpected pieces. I’d also suggest checking out The Alterreal, a Kota Kinabalu-born brand known for their one-of-a-kind upcycled collections.
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